Corporate Reputation Managing Opportunities and Threats

Corporate Reputation Managing Opportunities and Threats

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Author: Ronald J. Burke and Graeme Martin
Publisher: Routledge
Genres: Marketing
ISBN-10: 0566092050
File Type: PDF / eBook / eTextbook
Language: English

Increasing media scrutiny, global coverage and communication via the internet means corporate reputation can be damaged quickly, and failing to successfully address challenges to corporate reputation has consequences. Companies generally suffer almost ten times the financial loss from damaged reputations than from whatever fines may be imposed. According to Ernst & Young, the investment community believes up to 50 per cent of a company's value is intangible - based mostly on corporate reputation. So recognizing potential threats, or anticipating risks, emerges as a critical organizational competence.

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