Reputation Management, 4th Edition

CHAPTER 1

Reputation Management

Character is like a tree and reputation like its shadow. The shadow is what we think of it; the tree is the real thing.

(Abraham Lincoln)

1.1 Managing Reputation As an Asset

1.2 Building Corporate Character

1.3 Cherishing the Reputation Asset

1.4 Kicking the Tobacco Habit

1.5 The Purpose of a Corporation

1.6 Squandering the Reputation Asset

1.7 Reputation Capital

1.8 Identity

1.9 Legalized Sports Betting

1.10 The wrong perspective

1.11 Can Reputation Be Managed?

1.12 Economic Case for Corporate Reputation

1.13 Can Reputation Be Measured?

1.14 Comprehensive Reputation Management

1.15 Pushmi-Pullyu Syndrome ...