In today's business environment, the most important weapon in any
company's arsenal is not its products or services but its
relationships with customers, employees, suppliers, investors, and
the communities it serves. Balancing conflicting agendas while
creating value for all the stakeholders is an enormous challenge,
but one that pays off in the long run as the company builds
commitment, both inside and outside the firm, to everything the
company provides and stands for. Drawing from their firm's
sixty-year history as a pioneer in corporate reputation, consumer
psychology, and market research, the authors present a practical
model for hard-wiring stakeholder management into strategy and
reaping the rewards, through continuous innovation and profitable
growth.
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