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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Reputation Capital - Building and Maintaining Trust in the 21st Century (Hardcover, 2010 ed.)
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Reputation Capital - Building and Maintaining Trust in the 21st Century (Hardcover, 2010 ed.)
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* ... release reputation bearers from the burden of being
constantly mo- tored and reduce the likelihood of government or
public supervision and control. * ... strengthen client trust, ease
the recruitment and retention of capable employees and improve
access to capital markets or attract investors. * ... legitimate
positions of power and build up reserves of trust which - lowed
companies and politicians - but also researchers and journalists -
to put their issues on the public agenda, present them credibly and
mould them in their own interests. But a fear of loss is not the
only reason for the steadily increasing - portance of reputation in
corporate management today (or more especially, in the minds of top
management). Rather, the main reason is that corporate reputation
has shifted from being an unquantifiable 'soft' factor to a me-
urable indicator in the sense of management control. And it is a
variable that is obviously relevant to a company's performance:
recent studies by the European Centre for Reputation Studies and
the Ludwig-Maximilians- Universitat of Munich compared the stock
market performance of a port- lio of the top 25% of reputation
leaders (based on regular reputation me- urements in the wider
public) with that of the German DAX 30 stock m- ket index. The
results show that a portfolio consisting of reputation leaders 1
outperformed the stock market index by up to 45% - and with less
risk. Fig. 1. Performance of 'reputation portfolios' vs.
General
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