Corporate Reputation Decoded is the first book of its kind that traces the journey of Indian companies in building corporate reputation (CR). The book addresses CR in the Indian context and is in response to the growing interest of companies in this area. The book explains the process of building, maintaining and strategising for CR. It also discusses various aspects of CR—company’s stakeholders, situations demanding CR interventions, and the impact of a company’s culture, ethics and leadership on its CR. The book expounds on these using Indian cases (Tata, Infosys, HUL, Reliance, Aditya Birla Group, HDFC, among others), which enhance the understanding of CR in India as well as benchmark CR best practices in India. The book is of major significance to CR practitioners, scholars, teachers, students and C-Suite professionals who will also find the techniques proposed in the book interesting as they can assess, evaluate, adopt and adapt strategies followed by other companies for reputation enhancement.
An Overview of Corporate Reputation: A Hammer or a Tool?
I: Understanding Corporate Reputation
Waltzing with Stakeholders to Score on Corporate Reputation
II: Building Corporate Reputation
Redeeming Corporate Trust and Reputation: A Systemic Look at Corporate Governance and Ethics
Orchestrating the Song and Dance of Reputation: The Role of Leaders
Increasing Crescendo: Wooing Investors for Market Valuation and Visibility
Seeking Relational Rent and Hedging Risk: Building Reputation with the Government
III: Managing Corporate Reputation
Unleashing the Potential of Social Responsibility for Reputational Gain: Management of Social Impact
Choreographing the Organization-Media Tango: Managing Media Relations
Understanding the ‘Tweet. Post. Call. Comment’ Affair: Managing Reputation Through Social Media
Restoring Confidence and Re-engineering Stakeholder Frames in ‘The Eye of the Storm’: Crisis Management
IV: Strategising Corporate Reputation
‘Walk the Talk’ and ‘Talk the Walk’: Strategising Corporate Reputation