Building Reputational Capital: Strategies for Integrity and by Kevin T. Jackson

By Kevin T. Jackson

This useful consultant unearths simple rules of integrity and equity with which companies can construct an everlasting recognition. the writer outlines some great benefits of a superb attractiveness, describes the important position the firm's chief needs to play, and masses extra.

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Additional info for Building Reputational Capital: Strategies for Integrity and Fair Play That Improve the Bottom Line

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Merrill Lynch's bull, symbolizing a rising stock market, triggers upbeat feelings for potential client investors. Corporate reputation is a value-based composite that ranges from commerce (Dell has built a reputation for effective direct marketing) to compliance (PPG enjoys a reputation for respecting not just legal but ethical standards) to conscience (Merck's philosophy places people before profits). The most admired firms attain financial success, obey the law, and act responsibly. The corporate image is subjected to judgments by the courts of key constituencies and public opinion concerning acceptable conduct for the kind of organization in question.

________________________________ 3. , possible adverse effects of our new product/service on customers) 1. ________________________________ 2.

Trigger: Corporations behave amorally&"listitem"> Result: Government increasingly intercedes—forcing compliance with legal rules and regulations that specify exactly how corporations must deal with their key constituencies. • Trend: Diminishing corporate moral autonomy; fewer opportunities for self-imposition of moral standards; darkening of pathways for reciprocity, respect, and trust between firms and employees, shareholders, investors, suppliers, and customers. 1: Government Regulation Regime Who Is Responsible for Forming and Safeguarding Reputational Wealth?

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