Do Corporate Reputations Partly Reflect External Perceptions of Organizational Culture?

Corporate reputations develop from the assessments of a company's multiple constituents. Observers rely on their perceptions of a company and its performance, and this includes perceptions of the company's culture. Using two established instruments to measure perceptions of culture and to measure corporate reputation, we invited 486 respondents to assign cultural attributes to the Fortune categories. Our results show a statistically significant correspondence between five of the culture factors and five of Fortune reputational attributes. This suggests one way that observers may factor perceptions of a company's culture into their assessments of a company's reputation. © 2000, Palgrave Macmillan.