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From the PublisherRonald Sargent
President and CEO, Staples, Inc.
The 18 Immutable Laws of Corporate Reputation couldn't have arrived at a better time. Companies and their reputations are under scrutiny as never before, and every executive will benefit from reading this book. It's an expertly written guide that through vivid examples shows the rewards of carefully tending your corporate reputation — and the perils of failing to do so.
President and CEO, Ben & Jerry's
A positive reputation is nothing to take for granted, but rather to be cultivated day by day. There's much at stake for any company and this book will provide invaluable assistance in managing your reputation. Ron Alsop provides both illuminating examples and practical advice that will help you not only to establish a good reputation but also to make it endure.
Dean, Tuck School of Business at Dartmouth
Ron Alsop gives the manager some indispensable insights into creating and maintaining a good corporate reputation. The writing is straightforward and refreshingly free of jargon, and the company examples are timely, relevant, and revealing. The book raises issues of critical importance both to business schools and to corporations.
Joy Marie Sever, Ph.D.
Senior Vice President and Director, The Reputation Practice at Harris Interactive
The 18 Immutable Laws of Corporate Reputation is a unique combination of expert journalistic insight and knowledge gained from quantitative research into how people perceive corporations. Ron Alsop identifies the powerful principles that characterize corporate reputation, and provides revealing details based on specific corporate experiences. Alsop not only establishes the critical importance of reputation to corporate strategy, but provides the essential and much-needed guidance that companies are seeking to understand the dynamics of their own corporate reputations.
Meyer Feldberg, Ph.D.
Dean, Columbia Business School
Alsop's new book captures most effectively what we either do know or should know about reputation. He demonstrates through his eighteen laws that a sustainable reputation takes decades to achieve and the blink of eye to lose. It turns out that building and sustaining a reputation is a marathon and not a sprint.