Reputation Management in the Salvation Army A Narrative Study

Leading theorists of the resource-based view (RBV) of the firm have argued that corporate reputation is an intangible resource for organizations. Despite this, there remains precious little research that documents how organizations manage their corporate reputations. This article presents a case study of Australia's most successful charity, The Salvation Army, and asks how it maintained an exemplary reputation despite allegations of sexual, mental, and physical abuse from children in its care during the period from the 1950s to 1970s? A strategy of narrative deconstruction is employed to make the argument that there are powerful underlying themes in The Salvation Army's narrative that protect the organization from reputational attack. It is argued that this narrative approach opens a new avenue for studying and understanding corporate reputations. A model of reputation management in The Salvation Army is developed from this analysis.