Corporate reputation: the result of a culture of shared values - Liderando la reputación corporativa de las empresas - Corporate
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Reputation & Reputational Risks

Book summaries January 2016

Corporate reputation: the result of a culture of shared values

Document prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources, contains references to the book Corporate Excellence: how to maximize long-term productivity and profits by aligning Purpose, Culture, and People written in 2005 by Jim Harris, president of The Jim Harris Group and PhD in Communications from Florida University and strategy consultant for Wal-Mart, IBM or Johnson & Johnson.

Jim Harris claims that purpose transcends traditional corporate declarations of mission, vision and values and helps organisations focus on social aspects, exactly as requested by stakeholders. In the current context, companies need to understand that it's not possible to meet their particular needs without considering collective societal goals. The ROI of corporate purpose, its primary measure, is thus business excellence.

Harris also explains in his book the three basic aspects to establish a good purpose and underscores the necessary skills to achieve an excellent management that, on the other side, will only be possible if the leaders in those companies develop six key roles.

The book describes the difference between a leader and a manager and claims that leaders with purpose are transformers by nature, people that inspire and make change possible.

Corporate excellence is only possible when the corporate purpose as understood by Harris is perfectly aligned with an organisational culture that makes the company an excellent place to work. The book describes five crucial aspects that are essential to achieve corporate excellence.

To conclude, Harris uses the case of companies such as Starbucks, Google or Southwest Airlines to talk about organisations with a clear corporate purpose underpinned by an organisational culture that their employees enjoy and achieves the best business reputation.