Reputation & Reputational Risk

Insights & Trends MAYO 2011

Corporate reputation in the company agenda

Despite the debate that still exists in the conceptual sphere and the difficulty to quantify its true impact in the increase in value of organizations, it seems that reputation is gaining in importance. Is room being made and is a prominent place being found withing a companie's management?

Regardless of wether it should have a specific and privileged location within the Board of Directors (integrating the CSR areas, Brand,Communications and Reputation itself), or if it is a function that fundamentally concerns the top executive of a company (be it the Chairman, Chief Executive Officer or General Director), the opinion and valuation which the various stakeholders have of an organization is, increasingly, a key factor when managing the business reality.

Document prepared by Corporate Excellence – Centre for Reputation Leadership with reference to, among other sources, the intervention of Juan Cardona (director of the fRC), Basil Towers (director of Hesleden Partners), and Tomas Garicano (professor IE Business School, director of the Corporate Governance Center) during the sessions of the Corporate Reputation Program organized by the fRC and IE Business School in Madrid in February 2011.