Paradoksy dobrej i złej reputacji przedsiębiorstwa
A good and bad corporate reputation – some paradoxes

Summary/Abstract: Most publications dedicated to corporate reputation are situated in the area of certain principles; and ignore some others facts that do not fit into this picture. The aim of the article is to make managers realise that there are some rules they have not heard of; however important to reputation management. The article presents four paradoxes about corporate reputation: (1) negative consequences of good reputation; (2) positive consequences of bad reputation; (3) coexistence of goood and bad reputation and (4) weak relationship between irresponsible actions and bad firm reputation. Paradoxes depicted in the article make us aware of corporate reputation complexity and difficulty in managing it.

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