Corporate Reputation as a Strategic Asset
Corporate Reputation: Fad or Paradigm?

While there is much talk about corporate reputation today, it remains unclear how long the talk will last. Building positive corporate reputation, however, is a critical aspect of any profitable and sustainable company.

Executive Summary
The value of corporate reputation is time-tested, and more than a fad. In this article, the author discusses how managing corporate reputation should be viewed on three levels: (1) complying with laws and regulations (2) supporting and protecting corporate reputation and (3) building a differentiated model of reputation. He also stresses how behavior with integrity becomes especially crucial in upper management, due to its impact on the rest of the organization.

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