Reputation Capital : Springer : 9783642424465 : 3642424465 : 04 Nov 2014 : ? ? release reputation bearers from the burden of being constantly mo- tored and reduce the likelihood of government or public supervision and control. ? ? strengthen client trust, ease the recruitment and retention of capable employees and improve access to capital markets or attract investors. ? ? legitimate positions of power and build up reserves of trust which - lowed companies and politicians ? but also researchers and journalists ? to put their issues on the public agenda, present them credibly and mould them in their own interests. But a fear of loss is not the only reason for the steadily increasing - portance of reputation in corporate management today (or more especially, in the minds of top management). Rather, the main reason is that corporate reputation has shifted from being an unquantifiable ?soft' factor to a me- urable indicator in the sense of management control. And it is a variable that is o