Sell honestly, never sell your honesty: revenue management and corporate reputation management

This study explores the link between corporate reputation and revenue management practice in the hospitality and tourism industries. It seeks answers to two key questions: first, whether or not there is a link between corporate reputation and revenue management, and second, how revenue management practice may affect corporate reputation, and vice versa. More specifically, it examines whether the negative effects of sales-driven RevM practice has had on customers, such as unfair perception, reduced relationship stability and mistrust relating to the company, could lead to any corporate reputation risks. This paper also argues that in today’s dynamic marketplaces, both offline and online, including various social media sites, effective marketing management of the 4Rs - namely, Revenue, Relationship, Risks and Reputation - is as important as managing the traditional marketing mix of 4Ps. A fine balance of these 4Rs and indeed how to prioritise these 4Rs in a paradoxical situation could, arguably, be the making or the breaking factor for a company.