Chapter 2. What are Reputations Worth?
No matter how receptive executives are to the idea that reputations matter, there’s no denying them the inevitably punchy question, so, what’s a reputation really worth? Everyone wants an answer, from the communications chieftains to the heads of marketing and finance, from the senior C-level staff to the company’s board of directors. Indeed, this remains by far the most frequent question we’re asked and the most problematic issue facing business researchers. It involves demonstrating a quantitative relationship between a public company’s reputation and the financial value of its shares. Unfortunately, as this chapter shows, proving such a relationship is no simple matter, and quantifying the financial value ...
Get Fame & Fortune: How Successful Companies Build Winning Reputations now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
