Rosa Chun

Chair In Global Leadership, Reputation & Responsibility

School of Business
UCD Michael Smurfit Graduate Business School
Carysfort Avenue
Co Dublin

Tel: +353 1 716 8951


Rosa Chun is a Chair in Global Leadership, Reputation and Responsibility at UCD. Prior to joining UCD, Professor Chun was a full Professor of Corporate Reputation at IMD, Switzerland, and held a Full professor and Chair in Business Ethics and Corporate Social Responsibility at Manchester Business School, U.K.  She has taught globally at CEIBS, Rotterdam School of Management, Bocconi, Lugano, Fudan, and Yonsei University where she held a visiting professorship. 

Professor Chun's research and consultancy work have focused on developing corporate reputation as a strategic framework for senior management. Her work demonstrates how firms' performance is linked to the Reputation Gaps. These findings are based on extensive empirical work with services (Tesco, House of Fraser), IT businesses (Samsung, Sony), and the governmental and non-profit organizations (Police, Health center, Catholic churches). Her work appears in the Strategic Management Journal, Harvard Business Review, and Journal of Academy of Marketing Science among others, and was featured in the Financial Times, the New York Times, the Economist, The Times, The Irish Times, The Times of India, Chosun Ilbo, Donga Ilbo, and Maeil Business Newspaper.



Davies, G.; Chun, R.; Da Silva, R.;Roper, S. (2003) Corporate Reputation and Competitiveness. London: Routledge. [Details]

Book Chapters

Chun, R. (2010) 'Organizational virtue and performance' In: Marshall Schminke (ed.) (eds). Managerial Ethics: Moral Management of People and Processes. Hillsdale, New Jersey, USA: Lawrence Erlbaum Associates. [Details]
Chun, R. (2010) 'A Comparative Perspective on Corruption: Kantian, Utilitarian or Virtue?' In: Cooper, C. and Burke. R (eds). Research companion to crime and corruption in organizations. Cheltenham: Edward Elgar. , pp.173-191 [Details]
Davies. G. and Chun R. (2009) 'The leader's role in managing reputation' In: Klewes, J. and Wreschniok, R. (eds.) (eds). Reputation Capital: Building and Maintaining Trust in the 21st Century. Berlin, Heidelberg: Springer. , pp.311-320 [Details]
Davies G and Chun R. (2008) 'Projecting Corporate Character in the Branding of Business Schools' In: Melewar TC (ed.) (eds). Facets of Corporate Identity, Communication and Reputation. London: Routledge. [Details]
Chun, R. (2004) 'How Do Global 500 Firms Promote an Ethical Character?' In: John Hooker and Peter Madsen (eds.) (eds). International Corporate Social Responsibility: Exploring Issues. Pittsburgh, Pennsylvania, USA: Carnegie Mellon University Press. [Details]
Davies, G. and Chun, R. (2004) 'A Reputational Perspective on Mergers' In: C. Cooper and S. Finkelstein (eds.) (eds). Advances in Mergers and Acquisition Series. Vol. 3. West Yorkshire, UK: Emerald Group Publishing Ltd. [Details]

Peer Reviewed Journals

Chun, R. (2017) 'Samsung, Shame, and Corporate Atonement'. Harvard Business Review, . Available Online [Details]
Chun, R (2017) 'How Virtuous Global Firms Say They Are: A Content Analysis of Ethical Values'. Journal of Business Ethics, published online first . Available Online [DOI] [Details]
Zheng, Q.; Chun, R. (2017) 'Corporate Recidivism in Emerging Economies'. Business Ethics: A European Review, 26 (1):63-79. [Details]
Chun, R. (2016) 'What Aristotle Can Teach Firms About Corporate Social Responsibility'. Harvard Business Review, . Available Online [Details]
Chun, R. (2016) 'Organizational Virtue and Performance: An Empirical Study of Customers and Employees'. Journal of Business Ethics, . [DOI] [Details]
Chun, R (2014) 'What Holds Ethical Consumers to a Cosmetics Brand: The Body Shop Case'. Business and Society, . [Details]
Davies, G. and Chun, R. (2012) 'Employee Age Stereotyping and Corporate Brand Associations'. European Journal of Marketing, . [Details]
Chun, R. and Davies, G. (2010) 'The Effect of Merger on Employee views of Corporate Reputation: Time and Space Dependent Theory'. Industrial Marketing Management, 39 (5):721-727. [Details]
Davies, G. Chun, R., Kamins, M. (2010) 'Reputation Gaps and Performance of Service Organizations'. Strategic Management Journal, 31 (5):530-546. [Details]
Chun, R. (2009) 'Ethical Values and Environmentalism in China: Comparing Employees from State-Owned and Private Firms'. Journal of Business Ethics, 84 (3):341-348. [Details]
Chun, R. and Davies, G. (2009) 'Employee Happiness Isn't Enough To Satisfy Customers'. Harvard Business Review, . [Details]
Chun,R. (2009) 'A Corporate's Responsibility to Employees during a Merger: Organisational Virtue and Employee Loyalty'. Corporate Governance International Journal of Business in Society, 9 (4). [Details]
Davies, G. and Chun, R. (2007) 'Thine Own Staff Be Agreeable'. Harvard Business Review, :30-32. [Details]
Chun, R. (2006) 'An Ethical Character Perspective'. Creativity & Innovation Management Journal, 15 (1):63-73. [Details]
Chun, R. and Davies, G. (2006) 'The Influence of Corporate Character on Customers and Employees: Exploring Similarities and Differences'. Journal of the Academy of Marketing Science, 34 (2):138-146. [Details]
Chun, R. (2005) 'Corporate Reputation: Meaning and Measurement'. International Journal of Management Reviews, 7 (2):91-109. [Details]
Chun, R. (2005) 'Ethical Character and Virtues: An Empirical Assessment and Strategic Implications'. Journal of Business Ethics, 57 (3):269-284. [Details]
Chun, R. (2004) 'E-Reputation Mix: Building and Protecting Retailer Brands on-line'. European Retail Digest, (41):16-19. [Details]
Davies, G. Chun, R. da Silva, R. and S. Roper (2004) 'A Corporate Character Scale to assess Employee and Customer Views of Organisation Reputation'. Corporate Reputation Review, 7 (2):125-146. [Details]
Davies, G. and Chun, R. (2003) 'The Use of Metaphor in the Exploration of the Brand Concept'. Journal of Marketing Management, (19):45-71. [Details]
Davies, G. and Chun, R. (2002) 'Gaps Between the Internal and External Perceptions of Corporate Brand'. Corporate Reputation Review, 5 (2/3):144-158. [Details]
Davies, G. Chun, R. da Silva, R. and S. Roper (2001) 'The Personification Metaphor as a Measurement Approach for Corporate Reputation'. Corporate Reputation Review, 4 (2):113-127. [Details]
Chun, R. (2001) 'Corporate Identity and Corporate Marketing (the European Journal of Marketing Special Edition on 35, 3/4)'. Corporate Reputation Review, 4 (3):276-283. [Details]
Chun, R. and Davies, G. (2001) 'E-Reputation and the Role of Mission and Vision Statements'. Journal of Brand Management, 8 (4/5):315-333. [Details]

Conference Publications

Zheng, Q. and Chun, R. (2011) Corporate Recidivism Academy of Management, SIM division, San Antonio [Details]
Chun, R. (2010) The Real Thing?: Comparing the Role of Brand Identification for Authentic and Counterfeit Luxury Brands Global Marketing Conference, Tokyo [Details]
Davies, G and Chun, R. (2009) Corporate Branding and the Influence of Employee Stereotypes American Marketing Association (AMA), Chicago, Brand and Communication track [Details]
Martin, F. and Chun R. (2009) Organizational moral identity and antecedent trust in transformational leaders Academy of Management (AOM), OMT division, Chicago [Details]
Chun, R. and Meng Du (2009) Employee Values and Environmental Attitudes in the Chinese Energy Industry Academy of Management (AOM), SIM division, Chicago [Details]
Chun, R. (2008) Consumer-Brand Virtue Character Congruence In a Retail Service Setting Academy of Marketing Science (AMS), Vancouver [Details]
Chun, R. and Meng, D. (2007) Testing Schwartz Values on Employees and Environmental Attitudes in the Chinese Energy Industry International Association of Business & Society (IABS), Florence , 31-MAY-07 - 03-JUN-07 [Details]
Chun, R. (2007) Do happy staff mean happy customers? Thought Leaders International Conference on Brand Management, Birmingham. U.K [Details]
Chun, R. (2007) State-owned enterprises in the Chinese Energy Sector: Employee Environmentalism and Corporate Citizenship European Academy of Business in Society (EABIS), Barcelona , 20-SEP-07 - 21-SEP-07 [Details]
Chun, R. (2006) Online Activism and E-reputation of Multinational Firms International Association of Business and Society (IABS) Merida, Mexico , 23-MAR-06 - 27-MAR-06 [Details]
Davies, G. Björgvinsson, H. and Chun, R. (2006) The Agreeableness of the Employer Brand as a Mediator in Promoting Identification and Commitment Academy of Management, Atlanta, HR division [Details]
Chun R.and Davies G. (2005) Post-merger Integration: Time and Space Dependent Theory Academy of Management, Hawaii , 05-AUG-05 - 10-SEP-05 [Details]
Chun, R. (2005) Virtuous Leader and Organizational Reputation European Business Ethics Network (EBEN) Annual Research Conference, Tallinn, Estonia , 16-JUN-05 - 18-JUN-05 [Details]
Chun, R. (2005) Innovation and Reputation: An Ethical Character Perspective 1st workshop on Creativity & Innovation Blackwell /Journal of Creativity and Innovation, Oxford , 23-MAR-05 - 24-MAR-05 [Details]
Chun R. and Davies G. (2005) Comparing Beneficial Views by Employees and Customers of Corporate Character: Similarities and Differences Academy of Marketing Science, Tampa: FL , 25-MAY-05 - 28-MAY-04 [Details]
Davies, G. and Chun, R. (2005) Age stereotypes in Reputation Management, Corporate Association and Identity Conference Rotterdam School of Management , 27-OCT-05 - 29-OCT-05 [Details]
Chun, R. (2004) The Virtue Ethical Character of Organizations: Scale Development and Strategic Implications Academy of Management Meetings, Social Issues Management Division, New Orleans , 05-AUG-04 - 11-AUG-04 [Details]
Chun, R. (2003) The Virtue Ethical Character of Organizations: Scale Development International Associations for Business and Society (IABS), Rotterdam School of Management, Erasmus University, The Netherlands , 28-JUN-03 - 30-JUN-03 [Details]

Published Case Studies

Chun, R; Duke, L. (2011) Foxconn and Blood iPhone?. Published Case Studies Available Online [Details]


Research Interests

Reputation Gap & Competitiveness
Authentic Leadership
Virtue and Happiness

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