The role of corporate reputation in developing relational capital
In the present business landscape, relations between firms are one of the most valuable assets. This work points out the main agents to which firms are related, and which build up their relational capital. This proposal highlights the gathering of agents in different levels; one of
them constituted by the relations with customers, suppliers, partners, and investors; and the second one related to the relations with state or public sector entities, regulatory institutions, and with the community, as part of a wider or more general environment. Once presented, relational
capital, the strategic relevance of corporate reputation is discussed, with a trigger and moderator role for all the previously mentioned relations.