Reputation is not something that can be considered in isolation - its essence is a complex mixture, sometimes viewed differently by each of a company's audiences, which impacts on profitability, staff and customers. So why is there still the illusion that it can be measured in column inches? Now, for the first time, Management Today and PR Week in partnership with Fleishman-Hillard, have commissioned a major research study to dig deeper into the make-up and character of the corporate personality - the corporate DNA.
Our research will result in an in-depth management report, What Price Reputation? Placing a Value on the Corporate Personality, due for publication in November 1997. Produced by Management Today working with professor Gary Davies, a leading authority on corporate reputation based at Manchester Business School, the report's conclusions will be based on extensive research with leading-edge international companies.
What Price Reputation? will also analyse the impact of globalisation on corporate DNA. A firm such as Anheuser-Busch, for instance, has strived to export American culture and American beer to countries which have their own mature brewing markets. Has this led to Anheuser-Busch diluting its core values, or has it remained true to its roots? Kimberly-Clark's merger with Scott Paper worldwide, meanwhile, has resulted in the company's first attempt to build a corporate personality in Europe. Cross-fertilisation of ideas between the two continents is likely to result in a strong reputation globally. For CEOs eager to know how their peers view the whole issue of reputation and its links with company performance, the report will contain the results of a survey by Management Today among senior managers of leading UK companies.
The report will provide an insight into the type of corporate values demanded by disparate audiences in this age of transparency and accountability, and the way they impact on the bottom line.
For more information on What Price Reputation? Placing a Value on the Corporate Personality, price £450 (and the Haymarket conference on the subject to be held at The Savoy on Monday 17 November 1997), contact Morice Snell-Mendoza, Management Today, 174 Hammersmith Road, London. W6 7JP (tel: 0171 413 4412 or fax: 0171 413 4138).