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Building and protecting corporate reputation

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PurposeA risk to reputation is a threat to the survival of the business, but senior executives seldom focus on it. Design/methodology/approachThe reputational collapses in four cases (Merck, Marsh, Anderson and Monsanto) share a single striking feature: they were not limited to a small group of corporate manipulators. FindingsThe cases demonstrate enterprise involvement in misconduct and failure of leadership. Practical implicationsThe author proposes three steps leaders can take to alter the corporate mindset and prepare the organization to deal effectively with reputational crisis. Originality/valueThe three steps, and the examples of organizations that have taken preemptive action to secure their reputation, provide an excellent guide for leaders.
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Keywords: Corporate image; Risk management; Shareholders

Document Type: Research Article

Publication date: July 1, 2006

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