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Consistency: a proven reputation strategy. How companies can optimise their message

In: Reputation Capital

Author

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  • Joachim Klewes

    (Pleon)

Abstract

Good news is not necessarily good for each group of stakeholders. And a company’s reputation is a highly fragile phenomenon; one which can also be seen very differently depending on the stakeholder’s perspective. The messages that a company’s top management and communication teams send out, both internally and externally, therefore require a finely tuned balance. Some experts believe that a company should be able to adapt itself, chameleon-like, to a wide variety of expectations. However, this presents the risk of distancing the company too far from its own identity. The wide range of possible reactions to the same set of messages, depending on the stakeholder group, is demonstrated in an experiment the results of which are evaluated in this article.

Suggested Citation

  • Joachim Klewes, 2009. "Consistency: a proven reputation strategy. How companies can optimise their message," Springer Books, in: Joachim Klewes & Robert Wreschniok (ed.), Reputation Capital, pages 287-298, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-01630-1_19
    DOI: 10.1007/978-3-642-01630-1_19
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    Cited by:

    1. Guangtao Zeng & Yuehua Xu, 2019. "Sustainable development and the rating effects: A strategic categorization approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1554-1564, November.

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