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closeDo good deeds have a positive economic result? A heated debate over excellence, reputation, CSR and their impact on performance is still raging in the academic and professional communities: it is possible to find a balance of body and soul, tangibles and intangibles, business story and the bottom line?
Professionals responsible for intangible assets and those in charge of finance are a good reflection of this dual reality that frequently makes Board members and Management Committees take difficult decisions: should we prioritize strong economic results or strengthen our position on the market? But does a good decision of this kind always imply a choice between the two parts of this equation?
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements of David Breen, Director for Corporate Affairs at ING Direct Australia; Michiharu Sakurai, Professor of the Josai International University (Japan); and William Newburry, Professor of the International University of Florida (USA) made during the 17th International Conference on Corporate Reputation, Identity and Brand: A Reputation Journey, held by Reputation Institute in Barcelona, on June 5-7, 2013.
