"All of our working lives we have heard the mantra, 'a reputation
lost is never regained.' Still, the firms we work for, admire and
invest in seem to take costly reputation hits all too often.
Everyone interested in managing, regulating or investing in public
firms will find Nir Kossovsky's book a wonderful read through
reputations won, lost and regained over the last 20 years. This is
the first book which goes beyond platitudes to explain how to spot
value-destroying reputation risk and how to manage it or live with
its consequences. Couldn't be more timely." -Tom Skwarek, Managing
Director|Structuring and Solutions Group, Unicredit Bank AG;
previously Managing Director|Corporate Strategic Solutions, Swiss
Re. "There are fiduciary reasons why corporate directors would
benefit from reading this book. There is also a personal benefit.
The collapse of a company's reputation can stain the personal
reputation of its directors." -George Miles, Member of the Board of
Directors, AIG, EQT, Harley Davidson, HFF, and Wesco. "Nir
Kossovsky has written a gripping tale, first educating the reader
by distinguishing between corporate branding and reputation, then
alarming us with case histories of mismanagement of corporate
reputational crises, and finally reassuring all with a unique
solution, i.e., insuring against the risk of reputational loss."
-John H. Bennett, Partner, Global Brand Positioning, previously
Chief Marketing Officer, Visa, Inc. "While directors know
reputation is important, it often is treated as a vague 'good'
until something bad happens. Nir Kossovsky does a great job, with
many examples, of connecting reputation to stock price and to
behaviors, before and after crises. If you are a director, a senior
manager, or a regulator, you should read this book and remember the
lessons it offers. There is no office which will restore
reputation, but careful planning and quick response, as Nir points
out, can make a big difference." -Herbert S. Winokur, Jr., former
chairman on Enron's Board Finance Committee and a director of many
for-profits and non-profits A company that takes a hit to its
reputation-BP after the Gulf oil spill, Barclays after fiddling
LIBOR, News Corp after the phone hacking scandal-enters a world of
grief: market value falls along with employee morale, regulatory
scrutiny increases, and customers defect and boycott. Reputation,
Stock Price, and You: Why the Market Rewards Some Companies and
Punishes Others shows how a company's reputation is created and how
reputational value impacts corporate P&L and the personal
finances of its many stakeholders. Better yet, it shows what you
can do to profit from, increase, protect, monitor, evaluate,
restore, and even insure reputational value. If your job, bonus,
options, salary, or investments depend on the stock price of a
public company-or on the sales, profitability, or value of a
private company-you need to read this book to understand the
concrete steps you can take to improve your firm's reputation,
reduce risks to its finances and industry standing, and reap the
highest reputational dividends. Using dozens of case studies,
Reputation, Stock Price, and You: Explains how stakeholders, and
their expectations, both shape and are shaped by a company's
reputation Describes how reputations for ethics, innovation, good
governance, quality, safety, sustainability, and security are
created and lost Explains why both corporate and individual
stakeholder behavior affect reputational value Shows how you can
influence the expectations and behaviors of stakeholders, which in
turn can improve corporate finances, reduce operational risk, and
increase stock price or market value Provides sensitive tools for
tracking and predicting stock price as a function of reputational
value metrics The majority of directors at U.S. public companies
now count reputation as their firm's #1 concern, and with good
reason. A firm with a superior reputation gains many benefits:
Customers are more willing to pay higher prices, vendors and
employees offer better terms for their services, creditors and
equity investors offer better terms for capital, and regulators
tend to be more forgiving. This book shows how to achieve and
sustain a stellar reputation and how to convert it into its
tangible form: reputational value.
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