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The Reputable Firm

In: The Reputable Firm

Author

Listed:
  • Pekka Aula

    (University of Helsinki)

  • Jouni Heinonen

    (Pohjoisranta Burson-Marsteller)

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.

Suggested Citation

  • Pekka Aula & Jouni Heinonen, 2016. "The Reputable Firm," Management for Professionals, in: The Reputable Firm, chapter 9, pages 201-210, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-22008-6_9
    DOI: 10.1007/978-3-319-22008-6_9
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    Cited by:

    1. Heidinger, Dinah & Gatzert, Nadine, 2018. "Awareness, determinants and value of reputation risk management: Empirical evidence from the banking and insurance industry," Journal of Banking & Finance, Elsevier, vol. 91(C), pages 106-118.

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