The 18 Immutable Laws of Corporate Reputation: Creating, Protecting & Repairing Your Most Valuable Asset - Hardcover

Alsop, Ronald J.

Hardcover

ISBN 10: 0749442557 ISBN 13: 9780749442552

Publisher: Kogan page, 2004

Synopsis

Constantly scrutinised by the newspapers, the Internet and 24-hour television, never have organisations needed more guidance on protecting their image: and bad reputations can have disastrous effects. In this timely new book, Wall Street Journal news editor Ron Alsop provides 18 lessons based on years of experience covering every aspect of corporate reputation. He shows the benefits of a good reputation, the consequences of a bad one, how to measure reputation and nurture a good one. There's advice on how to identify the most likely dangers to a company's reputation, how to use the Internet to control perception of an organisation, and how to present good deeds in the right way. Punchy and informative, it draws on real life examples from major corporations, including FedEx, BP, McDonalds, DuPont, Calvin Klein, Coca-Cola, Levi Strauss and Co., and Enron.

About this title

About the Author

Ronald J Alsop is editor and senior writer at The Wall Street Journal. He has many years' experience writing about and supervising the coverage of corporate brands and reputations.

From the Back Cover

Praise for The 18 Immutable Laws of Corporate Reputation

"The 18 Immutable Laws of Corporate Reputation couldn t have arrived at a better time. Companies and their reputations are under scrutiny as never before, and every executive will benefit from reading this book. It s an expertly written guide that through vivid examples shows the rewards of carefully tending your corporate reputation
and the perils of failing to do so."
Ronald Sargent, President and CEO, Staples, Inc

"A positive reputation is nothing to take for granted, but rather to be cultivated day by day. There s much at stake for any company and this book will provide invaluable assistance in managing your reputation. Ron Alsop provides both illuminating examples and practical advice that will help you not only to establish a good reputation but also to make it endure."
Yves Couette, President and CEO, Ben & Jerry s

"Ron Alsop gives the manager some indispensable insights into creating and maintaining a good corporate reputation. The writing is straightforward and refreshingly free of jargon, and the company examples are timely, relevant, and revealing. The book raises issues of critical importance both to business schools and to corporations."
Paul Danos, Dean, Tuck School of Business at Dartmouth

"The 18 Immutable Laws of Corporate Reputation is a unique combination of expert journalistic insight and knowledge gained from quantitative research into how people perceive corporations. Ron Alsop identifies the powerful principles that characterize corporate reputation, and provides revealing details based on specific corporate experiences. Alsop not only establishes the critical importance of reputation to corporate strategy, but provides the essential and much-needed guidance that companies are seeking to understand the dynamics of their own corporate reputations."
Joy Marie Sever, PhD, Senior Vice President and Director,
The Reputation Practice at Harris Interactive

"Alsop s new book captures most effectively what we either do know or should know about reputation. He demonstrates through his eighteen laws that a sustainable reputation takes decades to achieve and the blink of an eye to lose. It turns out that building and sustaining a reputation is a marathon and not a sprint."
Meyer Feldberg, PhD, Dean, Columbia Business School

Edition details

• Publisher: Kogan page
• Publication date: 2004
• Language: English
• ISBN 10: 0749442557
• ISBN 13: 9780749442552
• Binding: Hardcover
• Edition number: 1
• Number of pages: 318