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Amazon: The alva Reputation Case Study

Amazon is a juggernaut. Its success by any traditional measure is unquestionable. Yet there is a persistent background disquiet about the company and how it is run. In this case study, we will use the example of Amazon to unpack the concept of multiple reputations and to illustrate how the oversimplification of the concept of reputation can lead to complacency, false assumptions and potentially missed reputation risks.