Reputation Rules: Strategies for Building Your Company’s Most valuable Asset

by Diermeier, Daniel

• ISBN13: 9780071763745
• ISBN10: 0071763740
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-05-12
• Publisher: McGraw Hill

Summary

Leverage your company's most important assetreputation! It's open season on the corporate world. With so many companies being caught and taken to task for faulty products, outrageous executive spending, and simply bad behavior, reputation is now one of a company's most important assetswhich is why you reputation management should be added to your overall strategy. In Reputation Rules, Kellogg School of Management professor Dr. Daniel Diermeier explains how to use reputation as a key strategic element. Real-life business scenarios from Mercedes, Shell, Enron, Toyota and others prove the need for reputation-management tools; Diemeier illustrates how they can be used to establish a culture that enables any organization to face any corporate mishap. Based on more than ten years of primary research, lecturing, and consulting in the area of reputation management, Reputation Rulesprovides the tools you need in a business world forever changed by headline debacles, corruption, and greed in corporate America.

Table of Contents

Foreword	p. v
Preface: Two Items on the Ceo's Agenda	p. ix
Acknowledgments	p. xvii
Introduction: Beyond the Obvious	p. 1
Thomas off the Rails: The Decisive Moment and How to Miss it	p. 9
Mercedes and the Moose: Brand Management beyond Customers	p. 53
Shell Turns on the water cannons: The Growing Impact of the Second Circle	p. 87
of Shower Curtains and Wastebaskets: Perks, Scandals, and Moral Outrage	p. 119
The Katrina Chronicles: Doing the Right Thing and Getting Credit for It	p. 139
The Terminator Gene: From Outrage to Fear	p. 159
Beat the Grim Reaper: Strategic Anticipation and the Management of Reputational Risk	p. 177
The Aim Team: How to Build a Sixth Sense	p. 205
Andersen Before the Fall: Values, Culture, and the Teachable Moment	p. 227
Conclusion: The Expert Trap: Reputation, People, and the Need for Strategic Thinking	p. 249
Notes	p. 253
Index	p. 291
About The Author	p. 296
Table of Contents provided by Ingram. All Rights Reserved.