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Those evaluations drive what people do: buy, apply, recommend. Without the map, a number moves and nobody knows which link moved it. With the map, every measurement has a place and a route to behaviour.",[],"normal",{"_key":28,"_type":18,"children":29,"markDefs":34,"style":35},"k3",[30],{"_key":31,"_type":22,"marks":32,"text":33},"k4",[],"The blocks",[],"h2",{"_key":37,"_type":18,"children":38,"markDefs":48,"style":26},"k5",[39,44],{"_key":40,"_type":22,"marks":41,"text":43},"k6",[42],"strong","Inputs.",{"_key":45,"_type":22,"marks":46,"text":47},"k7",[]," Macro issues are the firm-related themes of the period; macro concerns are the wider worries people carry about the economy and society; social events are the things that happen to or around the firm; social channels are the ways people come into contact with it, from advertising and news to colleagues and social media.",[],{"_key":50,"_type":18,"children":51,"markDefs":60,"style":26},"k8",[52,56],{"_key":53,"_type":22,"marks":54,"text":55},"k9",[42],"Beliefs.",{"_key":57,"_type":22,"marks":58,"text":59},"k10",[]," What people hold to be true about the firm: its expertise, its ethics, whether it can be trusted, how well it is managed, the quality and value of what it offers. 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They have direct effects on the outcomes and also carry the indirect effects of the inputs.",[],{"_key":62,"_type":18,"children":63,"markDefs":72,"style":26},"k11",[64,68],{"_key":65,"_type":22,"marks":66,"text":67},"k12",[42],"Evaluations.",{"_key":69,"_type":22,"marks":70,"text":71},"k13",[]," Reputation, separated into character and capability, and the value people see in the firm's products and in working for it.",[],{"_key":74,"_type":18,"children":75,"markDefs":84,"style":26},"k14",[76,80],{"_key":77,"_type":22,"marks":78,"text":79},"k15",[42],"Outcomes.",{"_key":81,"_type":22,"marks":82,"text":83},"k16",[]," Purchase intention, intention to work for the firm, intention to influence others, and the broader measures of sentiment and overall reputation.",[],{"_key":86,"_type":18,"children":87,"markDefs":92,"style":35},"k17",[88],{"_key":89,"_type":22,"marks":90,"text":91},"k18",[],"The theory behind it",[],{"_key":94,"_type":18,"children":95,"markDefs":100,"style":26},"k19",[96],{"_key":97,"_type":22,"marks":98,"text":99},"k20",[],"Social exchange theory (Blau, 1964; Cropanzano & Mitchell, 2005) holds that a relationship between a person and an organisation continues as long as each side expects to get back at least what it puts in; reputation and value are the person's running estimate of that balance. 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Stakeholder theory (Freeman, 1984; Mitchell, Agle & Wood, 1997) supplies the groups the model is estimated for.",[],{"_key":102,"_type":18,"children":103,"markDefs":108,"style":26},"k21",[104],{"_key":105,"_type":22,"marks":106,"text":107},"k22",[],"The separation of character from capability follows the reputation literature (Rindova et al., 2005; Lange, Lee & Dai, 2011; Mishina, Block & Mannor, 2012): the two move on different information and at different speeds, and the dashboard shows them separately because a firm in trouble needs to know which one has been hit.",[],{"_key":110,"_type":18,"children":111,"markDefs":116,"style":35},"k23",[112],{"_key":113,"_type":22,"marks":114,"text":115},"k24",[],"Since when",[],{"_key":118,"_type":18,"children":119,"markDefs":133,"style":26},"k25",[120,124,129],{"_key":121,"_type":22,"marks":122,"text":123},"k26",[],"The model was developed with researchers at VU Amsterdam and has been in daily use since 2022. 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