[C-Arg1] Those who argue that employees have a greater influence on business reputation reiterate that employees not only create a specific reputation in business, but they are also instrumental in maintaining it in the long run. [Q] “Employees are not only central to the creation of corporate reputation, they are essential in preventing a reduction in or loss of reputation” (Cravens & Oliver, 2006, p. 295). In this regard, when employees engage in actions that damage their reputation, the also risk the reputation of the entire business. [Ref1] While this is the case, this argument ignore the role of the management in creating foundation of reputation in the business, particularly with regard to defining the values that such a business ought to project to the public. Notably, the management is responsible in ensuring that the actions of the employees have a positive rather than negative impact on the reputation of the business. For example, the management would reward behaviours that have a positive outcome on the business reputation and punish negative behaviours that have a negative impact on reputation.
[C-Arg1]那些认为员工对企业声誉有更大影响的人重申，员工不仅在企业中创造了特定的声誉，而且从长远来看，他们也有助于维护声誉。[Q] “员工不仅是创造企业声誉的核心，而且在防止声誉降低或丧失方面也至关重要”（Cravens&Oliver，2006年，第295页）。在这方面，当员工从事损害其声誉的行为时，也会危及整个企业的声誉。[Ref1]尽管如此，这一论点忽略了管理在创建企业声誉基础上的作用，特别是在定义这样一个企业应该向公众提出的价值方面。值得注意的是，管理层有责任确保员工的行为对企业声誉产生积极而非消极的影响。例如，管理层将奖励对商业声誉有积极影响的行为，并惩罚对声誉有负面影响的消极行为。
[C-Arg2] Similarly, employees are the contact between the business and the outside world. In this regard, employees are the ones who carry out different activities in the company on a daily basis and as such, they are the first link that an organisation has with customers and the general public. [P] For example, Verhezen (2016) observe that businesses depend on employees to not only manufacture products that meet the highest quality standards, but also depend on them to bring these products and/or services to customers. [Ref2] While this is the case, the management play a central role in creating an enabling environment for employees to deliver high quality products and/or services to customers. For example, the management not only set the quality standards of their products and/or services but they also train employees on how they can deliver high quality services to customers. Without such actions from the management, employees would be incapable of enhancing the reputation of the business.
[C-Arg2]同样，员工是企业与外部世界之间的联系人。在这方面，员工是指每天在公司开展不同活动的人，因此，他们是组织与客户和公众之间的个联系。[P] 例如，Verhezen（2016）观察到，企业依赖员工不仅生产符合更高质量标准的产品，而且还依赖员工将这些产品和/或服务带给客户。[参考文献2]在这种情况下，管理层在为员工创造有利环境以向客户提供高质量产品和/或服务方面发挥着核心作用。例如，管理层不仅制定产品和/或服务的质量标准，还培训员工如何向客户提供高质量服务。如果管理层不采取此类行动，员工将无法提高企业的声誉。
In conclusion, despite the role that employees play in promoting and sustaining the reputation of the business, the management role and actions have a far greater influence on this reputation. First, the management are the image of the business and as such, what they project to the public determines whether a business will have a positive reputation or not. Similarly, the management have a role to create the business policies and values, and encourage employees to behave in a certain way, thus enabling it to portray a positive reputation to the public. With this in mind, this paper recommends that the management need to take an active role not only in establishing policies and values of their business but also in ensuring that the behaviour of employees adhere to these policies and portray they values to the outside world.
总之，尽管员工在提升和维持企业声誉方面发挥着重要作用，但管理层的角色和行为对企业声誉的影响要大得多。首先，管理层是企业的形象，因此，他们向公众展示的东西决定了一个企业是否会有良好的声誉。同样，管理层也有责任制定商业政策和价值观，鼓励员工以某种方式行事，从而使其能够向公众展示积极的声誉。有鉴于此，本文件建议管理层不仅要在制定其业务政策和价值观方面发挥积极作用，还要确保员工的行为遵守这些政策，并向外界展示他们的价值观。