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The leader’s role in managing reputation

In: Reputation Capital

Author

Listed:
  • Gary Davies

    (Reputation, Brand and Competitiveness Research Group, Manchester Business School)

  • Rosa Chun

    (Professor of Business Ethics and Corporate Social Responsibility, Manchester Business School)

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.

Suggested Citation

  • Gary Davies & Rosa Chun, 2009. "The leader’s role in managing reputation," Springer Books, in: Joachim Klewes & Robert Wreschniok (ed.), Reputation Capital, pages 311-323, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-01630-1_21
    DOI: 10.1007/978-3-642-01630-1_21
    as

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