Managing corporate reputation for financial stability in crisis situations

Abstract

This study examines the financial impact of corporate reputation in the non-alcoholic beverage industry, focusing on how companies of different sizes leverage their reputation to achieve financial success. By analysing total revenue and reputation metrics (TOR and ASA) for ten companies operating in the Czech Republic between 2018 and 2022, the research explores the extent to which reputation affects financial performance. Using a mixed-methods approach, the study combines quantitative data, such as revenue-to-reputation ratios, with qualitative insights from case studies of Coca-Cola HBC, a global leader, and Château Valtice, a niche player. The results indicate that while larger firms effectively monetise broad reputations to secure financial dominance, smaller firms can disproportionately benefit from specialised reputations in premium segments. Limitations of the study include the scope of the data (2018–2022), the regional focus on the Czech Republic, and the subjectivity of reputation metrics. Future research could investigate international contexts and longer time frames to provide a broader understanding of the relationship between reputation and financial outcomes. Overall, the study highlights the strategic importance of reputation as a key financial lever in competitive markets.