The Concept of Reputational Bliss

摘要

A normative criterion identifying the conditions for a desirable corporate reputation, "reputa-tional optimality," or "reputational bliss," is described, and a case developed for its utility and reasonableness as a criterion to apply to real world phenomena. The paper discusses some behavioral patterns under alternative moral positions taken by observers and the firm, critiques some alternative moral principles, and considers some dynamics of moving toward, defending and maintaining, and breaching or breaking reputational bliss.