Most of us would agree that reputation matters – it can explain why customers choose your product or service in preference to somebody else’s and can make the difference between success and failure. Reputation is a major risk issue for all organisations and needs to be considered alongside all the other major risks such as operational, strategic and financial risks. What this means is that organisations need to mitigate against the effect of loss of reputation, but they also need to be looking for the upside opportunities to enhance their reputations. Against such a background, CIMA has commissioned this Executive Report to explore various perspectives on corporate reputation.
You can’t manage a reputation, you earn a reputation.
former Head of Social Accountability at SABMiller