Abstract

This article discusses the role of reputation in contemporary societies. Reputation is compared with other similar concepts, specifically with trust and distrust. After an analysis of how reputation is built and propagated, the article focuses on the role of reputational entrepreneurs and reputational diffusers. This role is crucial and poses the question of "who guards the guardians". The author critically examines this question and explains the reasons and the ambivalences of the explosion of auditing and rating agencies. Finally, some suggestions are made to explain how reputation is build in electronic networks and in the globalised financial market.