Protecting your reputation

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      <subfield code="a">One of the most valuable assets that any company has is its reputation. In many competitive industries,the differences between the products or services that companies provide can be difficult to distinguish for the average consumer. Choices are often made based on arbitrary criteria that may have less to do with performance or quality and more to do with general perceptions. This is where reputation can be the all- important deciding factor as to whether or not a company gets and retains business</subfield>
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      <subfield code="g">nº 4, April 2004 ; p. 14-18</subfield>
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