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Fame & Fortune: How Successful Companies Build Winning Reputations by Cees B.M. van Riel, Charles J. Fombrun

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Chapter 11. Becoming a Top Company: The Case of FedEx

In 2001 actor Tom Hanks was nominated for a third Academy Award for his role as a modern-day Robinson Crusoe in the popular film Cast Away. He played a FedEx manager passionately committed to the company’s objectives of reliability and service. Obsessed with efficiency, he is shown sending a selfaddressed FedEx package to Moscow, just before boarding a flight, in order to check the speed with which the package arrives.

On his return flight, the company plane Hanks is riding on crashes, and he endures five years on an isolated island, his only companions a Wilson basketball and a FedEx package addressed to someone in the Midwest. Hanks ultimately finds his way home on a raft, clinging to the ...

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