Global value chains, reputation, and social cooperation

Ruth Yeoman, Milena Mueller Santos

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)

Abstract

Organizations are increasingly required to take up extended responsibilities for social and environmental outcomes, including in global value chains. To address these challenges, the organization must call upon stakeholders to engage, contribute, and innovate, and in turn, this requires the organization to have a stronger social basis for its relationships. An integrative model of global value chain management based on social cooperation shifts the focus from corporate reputation to value chain reputation, from a firm-centric view of corporate reputation to a multistakeholder conception of value chain reputation. This approach conceptualizes reputation as a dynamic and potentially vulnerable organizational feature which cannot always be managed by public relations but requires a more stable notion grounded in something more permanent in the organization’s character, history, and the quality of its relationships with stakeholders. We consider the prospects for attending to organizational integrity as a stabilizing force for its public reputation. Integrity may be adopted as a hypernorm for motivating stakeholders who share a concern for the organization’s reputation. Co-creating reputation depends upon a social bond of cooperation developed by stakeholders caring about the organization and in turn, the organization caring about its stakeholders. This socialized understanding of reputation-building is grounded in an ethic of care and manifested through joint purposes, boundary-crossing processes, collaboration practices, and a division of labor into which value chain members are integrated and brought into relation with one another. We propose a model of global value chain management that discusses organizational capabilities required for such an approach.

Original languageEnglish
Title of host publicationGlobal Aspects of Reputation and Strategic Management
EditorsDavid Deephouse, Naomi Gardberg, William Newburry
Place of PublicationBingley, UK
PublisherEmerald
Chapter4
Pages69-91
Number of pages23
ISBN (Electronic)9781787543133
ISBN (Print)9781787543140
DOIs
Publication statusPublished - 16 Jul 2019
Externally publishedYes

Publication series

NameResearch in Global Strategic Management
PublisherEmerald
Volume18
ISSN (Print)1064-4857

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