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date: 23 October 2019

Abstract and Keywords

This article uses a case study of Apple's iPhone 4 to develop a framework that extends the understanding of reputation management. The sequence of event-based reputation management communications may establish an additional contextual variable that is significant to situational theories of reputation management. The four-month iPhone 4 saga seemed to be more of a loss than a gain for Apple by late July 2010. On the downside, three of the four components of Apple's corporate reputation were damaged. The case of the iPhone 4 indicates that effective reputation management tactics need to be customised to fit the context in which they are used. The current framework shows that effective reputation management is a more dynamic and interactive effort than previously implied. It also stresses the constraints placed on reputation management by recent organisational communications.

Keywords: reputation management, Apple, iPhone 4, corporate reputation, organisational communications

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