Transcription of Chapter 13 Reputation Management; Corporate Image …
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Chapter 13 Reputation Management; Corporate Image …
Chapter 13 Reputation management : Corporate Image and CommunicationTom Watson1 and Philip J. Kitchen21 [Bournemouth University2 [Hull University Business School]Introduction Never do anything you wouldn t want to be caught dead doing. Actor John Carradine advisinghis actor son, was, is, and always will be of immense importance to organisations, whethercommercial, governmental or not-for-profit. To reach their goals, stay competitive and prosper,good Reputation paves the organisational path to acceptance and approval by stakeholders. Evenorganisations operating in difficult ethical environments perhaps self -created need to sustain apositive Reputation where and Druckenmiller argue that organisations increasingly recognize the importance ofcorporate Reputation to achieve business goals and stay competitive (2004, p.)]
one’s own popularity (a rather awkward, superficial and potentially self-defeating endeavour). On the other hand, some advocates see reputation management as a new guiding force or paradigm for the entire field, in keeping with Warren Buffet’s admonition that losing reputation is a far greater sin for an organisation than losing money.
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