Reputation-an Important Element for Automotive Industry Profit?

摘要

Corporate reputation is the most important corporate intangible asset. Because it is very sensitive corporate managers are very careful at their actions. Automotive industry is in continuous expansion. People buy car according to some technical aspects but trust and reputation are also important elements in buying decision. For example, if a company has some problems, people are not so willing to buy from it. We will see in this paper if reputation really matter to profit from automotive industry or not. For this we will analyze the relation between return on assets and reputation for seven reputable automotive companies.