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Reputation, Stock Price, and You:

Why the Market Rewards Some Companies and Punishes Others.


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Book Overview

A company that takes a hit to its reputational value--like BP after the oil spill--enters a world of grief: market cap falls along with employee morale, regulatory scrutiny increases, and customers sometimes even initiate boycotts. Reputation, Stock Price, and You: Why the Market Rewards Some Companies and Punishes Others shows how a company’s reputational value is created, and how its value impacts sales and profits and the personal finances of its many stakeholders. Better yet, it shows what you can do to increase, protect, or restore reputation. If your job, bonus, options, salary, or investments depend on the stock price of a public company—or the sales, profitability, or value of a private company—you need to read this book to understand the concrete steps you can take to improve your firm’s reputation and reduce risks to its finances and industry standing. Using dozens of case studies, Reputation, Stock Price, and You:

  • Explains how stakeholders, and their expectations, both shape and are shaped by a company’s reputation
  • Describes how reputations for ethics, innovation, governance, quality, safety, sustainability, and security are created and lost
  • Shows how you can influence the expectations and consequent behaviors of stakeholders, which in turn can improve corporate finances, reduce operating risk, and increase stock price or market value
  • Provides metrics for tracking reputational value and efforts to improve it

The majority of directors at U.S. public companies now count reputation as their firm’s #1 concern, and with good reason. A firm with a superior reputation gains many benefits: Customers are more willing to pay higher prices, vendors and employees offer better terms for their services, creditors and equity investors offer better terms for capital, and regulators tend to be more forgiving. This book shows the way to achieving, and sustaining, superior reputational value.

What you’ll learn

  • How stakeholder expectations for a company help shape a company’s reputation
  • How actions taken by a company in managing ethics, innovation, governance, quality, safety, sustainability, and security shape stakeholder expectations
  • How a company’s reputation affects stakeholder behavior
  • How corporate executives and directors have the unique opportunity to frame the entire reputation-forming process and build it into governance policies
  • Why professional marketing, and communications efforts play a relatively minor role in reputation formation
  • How the behavior of stakeholders collectively determine a company’s reputational value and stock price
  • How to measure and improve your company's reputation and thus improve results in all areas

Who this book is for

Reputation, Stock Price and You is for senior executives and mid-level managers, directors, and market analysts, fund managers, and sophisticated individual investors.

ISBN13: 978-1-4302-4890-3
275 Pages
User Level: Beginner to Advanced
Published October 31, 2012
Available eBook Formats: PDF

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