Abstract:

This paper aims to focus on the “Reputation” concept as well as on the “Reputation Risk”, as two of the economic concepts that are insufficient known, in spite that their importance is widely discussed and accepted. We are going to focus our attention on several features of reputation which have been mainly researched in Anthropology, Psychology and Sociology rather than in Economics, and we intend to prove that only an interdisciplinary approach will lead to good results in understanding reputation and the effects of its damage at corporation level.