Understanding reputation: Reputation management in the Middle East

Abstract

This study examines the understanding of reputation management in the Middle East. Furthermore, the study tries to understand the application of reputation theories in the geographical and cultural context of the Middle East. The study was conducted using the case-study method for collecting data. Twelve in-depth interviews were conducted with business leaders from Kuwait, Oman and the United Arab Emirates. The study found that reputation as a management function is valued in the Middle East. However, it also found that little is done to manage corporate reputation, and the role of communications in reputation management is limited. The study also establishes that there are some factors that differentiate the understanding of reputation management in the Middle East to that of North America, namely ….. The study raises possibilities of a range of future research, including a broader survey of reputation management practices in the Middle East.