Reputation Management at Coca-Cola and Beyond

Michael Stopford ()
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Michael Stopford: The Coca-Cola Company

A chapter in Reputation Management, 2011, pp 201-214 from Springer

Abstract: Abstract In the third chapter, Stopford offers insight into the management framework the Coca-Cola Company has set up to monitor and steer its corporate reputation. In order to manage the stakeholder expectations around CSR systematically, Coca-Cola has introduced a five-step process including: Gathering and analyzing performance and perception data via Reputation Scorecards Mapping the findings on a Reputation Map Adding “relevance” as the third dimension to the map Setting up a business plan for Corporate Reputation Management Engaging and recalibrating indicators if needed

Keywords: Corporate Reputation; Corporate Citizenship; Reputation Management; World Wildlife Fund; Stakeholder Expectation (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-19266-1_19

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DOI: 10.1007/978-3-642-19266-1_19

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