Fame and Fortune: How Successful Companies Build Winning Reputations, 1st edition

Published by FT Press (August 6, 2003) © 2004

  • Charles J. Fombrun The Reputation Institute
  • Cees B. M. Van Riel Erasmus University, Rotterdam, Netherlands

Paperback

ISBN-13: 9780137144419
Fame and Fortune: How Successful Companies Build Winning Reputations
Published 2003

Details

  • A print text
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  • Also available for purchase as an ebook from all major ebook resellers, including InformIT.com

Companies build reputations in the market place. Some do it well, others don't. Even well-managed, profitable, quality companies don't. The how and why of successful reputation building is what this book is about. What specific actions must companies take to build a positive reputation in the market place? How can a company measure the success of its attempts to build a positive reputation in the market place as well.

(NOTE: Each chapter concludes with Endnotes.)

Acknowledgments.


Introduction.


1. Why Reputations Matter.

Why Do Reputations Matter? Reputations Create Differentiation and Competitive Advantage. Can You Prove that Reputations Matter?



2. What Are Reputations Worth?

Reputation Affects a Company's Operating Performance. Reputation Creates Financial Value That Builds Reputation. Reputation has Financial Value as a Corporate Asset.



3. Who's Tops–and Who's Not?

The World's Most Visible Companies. The Reputation Quotient. Methodological Appendix to Chapter 3.



4. From Fame to Fortune.

Fame Breeds Fortune. What Drives Market Value? Are High RQ Portfolios a Sound Investment? The Bottom Line?



5. The Roots of Fame.

Principle 1: Be Visible. Principle 2: Be Distinctive. Principle 3: Be Authentic. Principle 4: Be Transparent. Principle 5: Be Consistent. So, Express Yourself.



6. Be Visible.

Understanding Corporate Visibility. When Should Companies Worry about Negative Visibility? The Drivers of Visibility. Capitalizing on Visibility. The Bottom Line?



7. Be Distinctive.

What are Reputation Platforms? What Makes a Strong Reputation Platform? So, Distinguish Yourself.



8. Be Authentic.

The Process of Discovery. The Process of Internal Expression. The Process of External Expression. The Challenge of Authenticity.



9. Be Transparent.

Degrees of Transparency. The Drivers of Transparency. Platforms for Corporate Transparency. The Citizenship Transparency Index. Conclusion.



10. Be Consistent.

Step 1: Establish a Dialogue with Stakeholders. Step 2: Enforce a Shared Identity. Step 3: Implement an Integrated Communication System. Step 4: Coach Employees and Partners. Step 5: Adopt a Measurement and Tracking Scorecard. Consistency: Top Down and All Around.



11. Becoming a Top Company: The Case of FedEx.

Introducing Radical Change. The Role of FedEx Communications.



Index.

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