Building and destroying reputation through words - The Diigo Meta page

• 09 Oct 08
  

  Levy Rivers
  • The only way you measure character is by reputation,” Coca-Cola's long-time chairman Robert Goizueta used to say. He should know - under his 16-year-leadership, Coke consistently ranked in the top three of corporate reputation leaders.
    
  • Reputational capital is intangible. One most often realises how valuable it really is once it has been lost. Fombrun suggests that reputational management has created a layer of service industries such as consulting firms, law, investment banks, hospitals and universities that provide ‘credence goods'. “Their most valuable services are intangible,” he writes.

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