The leader’s role in managing reputation

Gary Davies and Rosa Chun
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Gary Davies: Reputation, Brand and Competitiveness Research Group, Manchester Business School
Rosa Chun: Professor of Business Ethics and Corporate Social Responsibility, Manchester Business School

A chapter in Reputation Capital, 2009, pp 311-323 from Springer

Abstract: Abstract The leader of an organisation has a central role in managing reputation. Leaders can personify their company to many different stakeholders. Their personality will influence that of the organisation they lead. In a crisis internal and external stakeholders may insist that the leader accepts a prominent role. Research indicates that while the reputation of the leader and organisation are distinct from one another, they are strongly associated. Where the leader adopts the role of company spokesperson nearly half of corporate reputation may emanate from his or her own image. Other senior managers, for example the manager of a local branch, should also recognise their role in managing reputation among employees and among the local customer base and community.

Keywords: Corporate Reputation; Charismatic Leader; Labour Party; Corporate Brand; Employee Brand (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-01630-1_21

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DOI: 10.1007/978-3-642-01630-1_21

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