The Reputable Firm

Pekka Aula and Jouni Heinonen
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Pekka Aula: University of Helsinki
Jouni Heinonen: Pohjoisranta Burson-Marsteller

Chapter 9 in The Reputable Firm, 2016, pp 201-210 from Springer

Abstract: Abstract Communication and media are digitalized, and this is revolutionizing reputation management. Reputable firm has to be accountable for its decisions and the good cause, and to the stakeholders; it needs to live a good public life and have a clear shared and communicated corporate purpose and nurture cultural pluralism where organization culture is successfully extended outside the company’s physical and thus artificial boundaries. In addition, and as the fifth driver, we presented the dynamics of reputation risks. If a company can build and manage these drivers, a good reputation will be within reach. Reputation and reputation risk management should concern the C-suite. In some cases, reputation capital accounts for more than half of a company’s market value, so it would be quite absurd—and contrary to the interests of shareholders—if nothing were done to maximize reputation capital.

Keywords: Social Medium; Corporate Reputation; Good Reputation; Reputation Management; Cultural Pluralism (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-22008-6_9

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