Managing Reputational Risk: Curbing Threats, Leveraging by Jenny Rayner

By Jenny Rayner

Книга coping with Reputational danger: curtailing Threats, Leveraging possibilities handling Reputational probability: curtailing Threats, Leveraging OpportunitiesКниги Маркетинг Автор: Jenny Rayner Год издания: 2003 Формат: pdf Издат.:Wiley Страниц: 340 Размер: 1,4 ISBN: 047149951X Язык: Английский0 (голосов: zero) Оценка:Managing Reputational threat indicates how any corporation can observe basic chance administration rules to construct stakeholder self assurance and guard and improve attractiveness. It positions attractiveness and its linked threats and possibilities the place they rightfully belong: within the area of the board room, on the middle of fine company governance, modern process improvement, potent hazard administration, company accountability, entire insurance and obvious communications. Illustrates, via various examples of excellent - and never so stable - company perform, the significance of respecting and nurturing attractiveness as a severe intangible asset. Demonstrates how mastery of popularity hazards can allow an agency to be obvious as dependable and responsive, in addition to equipping it to satisfy the demanding situations that lie forward.

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44 Therefore, if one or more of your major investors charges you of failing to respond to their concerns, it may be prudent to take corrective action before they are provoked into a more public display of disgruntlement and take their grievances to take the media. ❐ socially responsible investment (SRI) This general interest from investors in governance, social, ethical and environmental issues which could impact reputation has also been fuelled by the rapid growth in specifically screened responsible and ethical funds – socially responsible investment (or SRI).

Com/fortune/globaladmired. To be eligible, companies had to have revenues of at least $8 billion in 2001. com. The assessment criteria and results of the 2002 World’s Most Respected Companies survey can be found in the Financial Times, 20 January 2003. The fieldwork for the 2002 survey was conducted between October and November 2002. com/wmr2002. for details of the 2002 survey and for results going back to 1998. Quoted in the Financial Times, 16 September 2002. Dr. Charles J. Fombrun is professor of management at the Stern School of Business of New York University and Executive Director of the Reputation Institute.

There is no such thing as ‘reputation risk’ – only risks to reputation. The term ‘reputation risk’ is a convenient catchall for all those risks, from whichever source, that can impact reputation, as shown in Figure 2-1. In 1990 the benzene contamination of natural spring water, produced and bottled by the French company Perrier, caused severe reputational damage, decimated market share and ultimately led to the takeover by Nestl´e of this icon of French business in 1992. The source of the risk was a product quality problem which impacted both brand and corporate reputation.

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