A strategic and organizational perspective for understanding the evolution of Online Reputation Management Systems

Online Corporate Reputation is a strategic but quickly damageable resource for firms and requires a fast detection of possible threats as well as proactive interventions. Through a longitudinal case-study, our aim is to depict the evolution of Online Reputation Management Systems, i.e. IS for online CR management, as an interplay among developments of technology, organizational needs and strategic postures. Some research propositions for future works are proposed as well as some methods and good practices for online CR management.