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Building Reputational Capital: Strategies for Integrity and Fair Play that Improve the Bottom Line

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Overview

In the aftermath of scandals such as those at Enron and WorldCom, there is a growing suspicion of the corporate world. For this reason it is more important than ever for firms to maintain a good reputation. In Building Reputational Capital, Kevin T. Jackson offers a practical guide to taking the high road—the only path that leads to lasting success.
Based on extensive research and real-world experience, Building Reputational Capital reveals basic principles of integrity and fairness with which firms can build an enduring reputation. More than image, a firm's reputation is a form of capital often neglected in the boardroom and overlooked in conventional analyses of financial statements. Speaking directly to the work experience of real people in practical business settings, Jackson couples each principle with straightforward actions that drive management systems, and he provides tested strategies—from downsizing techniques to e-commerce tips—that cultivate the hidden power of a good reputation. He outlines the advantages of a superior reputation (simply put, people want to work for, invest in, and do business with a company or person with integrity), describes the vital role the firm's leader must play, offers ways to build and protect your reputation on the Internet (from defusing Internet rumors to creating an online community), and shows how to rescue your reputation once disaster hits. Perhaps most important, he shows how to strike the right balance of virtues like authenticity, honesty, responsibility, and stewardship of the environment, employees, and the economy.
Highlighted with real-life success stories—from giants like Hewlett-Packard to small firms like Thanksgiving Coffee Company (which invests part of its revenues in the Central American villages in which its beans are grown), Building Reputational Capital offers a simple but effective guide for executives, managers, entrepreneurs, legal professionals, and corporate consultants.

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Editorial Reviews

From the Publisher
"Bad reputation? Author Kevin Jackson argues that taking the ethical high road is the only way for firms to reach lasting success. In Building Reputational Capital, Jackson offers a practical guide for executives, managers, entrepreneurs, lawyers and consultants."—Investor's Business Daily

"This is a comprehensive, down-to-earth guide to creating and sustaining your good reputation as a fair and ethical company. Jackson, an ethics consultant and an associate professor at Fordham University, devotes the first half to gauging the effects of credibility and the second to making credibility happen. As he reminds readers, a good reputation is important for attracting principled employees and keeping the company in good standing, but its also necessary for competitive advantage. The advice is common sense: Among the many tips, he distinguishes between corporate conduct that magnifies reputation (following the spirit of the law) and conduct that merely maintains reputation (following the letter of the law). Overall, its good to see an important subject handled so skillfully in a readable, non-preachy format."—Harvard Business School, Working Knowledge website

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Product Details

  • ISBN-13: 9780195161380
  • Publisher: Oxford University Press, USA
  • Publication date: 4/28/2004
  • Edition description: New Edition
  • Pages: 240
  • Sales rank: 573,772
  • Lexile: 1280L (what's this?)
  • Product dimensions: 9.30 (w) x 6.30 (h) x 1.10 (d)

Meet the Author

Kevin T. Jackson is a consultant on business ethics for organizations and leaders worldwide. He is Associate Professor of Legal and Ethical Studies at Fordham University's Schools of Business in New York City. Dr. Jackson delivered seminars on ethics in the securities industry for the NASD, and has given presentations for executives, dignitaries, and financial services organizations, including LOMA/LIMRA. A frequent commentator in the news media on legal and ethical issues facing corporations, he has been on CBS Evening News, CNN, Fox News, and National Public Radio. He lives in New York City.

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Table of Contents

Acknowledgments
Introduction: The Economics of Character and Credibility 1
I What Is Reputational Capital? 17
1 Switching to a New Paradigm 19
2 Getting a Handle on Reputational Capital 41
3 A Fresh Economic Concept with Strategic Significance 48
4 How to Gauge Reputational Capital 63
5 Integrity and Fair Play: Wellsprings of Reputation 77
6 Tallying Up Reputational Effects 85
7 Becoming a Zeta Firm: A Company of Character 90
II How to Build and Sustain Reputational Capital 101
8 Generating Reputational Capital 103
9 Forging Reputation from Inside 113
10 Outside-In Strategies 135
11 Harnessing Your Firm's Reputational Strengths 146
12 Strategies for Building Reputations across Cultures 153
13 Reputation Rescue 178
Conclusion 195
Notes 199
Bibliography 211
Index 219
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Preface

IN THE AFTERMATH OF SCANDALS SUCH AS those at Enron and WorldCom, there is a growing suspicion of the corporate world. For this reason it is more important than ever for firms to maintain a good reputation. In Building Reputational Capital, Kevin T. Jackson offers a practical guide to taking the high road-the only path that leads to lasting success. Based on extensive research and real-world experience, Building Reputational Capital reveals basic principles of integrity and fairness with which firms can build an enduring reputation. More than image, a firm's reputation is a form of capital often neglected in the boardroom and overlooked in conventional analyses of financial statements. Speaking directly to the work experience of real people in practical business settings, Jackson couples each principle with straightforward actions that drive management systems, and he provides tested strategies-from downsizing techniques to e-commerce tips-that cultivate the hidden power of a good reputation. He outlines the advantages of a superior reputation (simply put, people want to work for, invest in, and do business with a company or person with integrity), describes the vital role the firm's leader must play, offers ways to build and protect your reputation on the Internet (from defusing Internet rumors to creating an online community), and shows how to rescue your reputation once disaster hits. Perhaps most importantly, he shows how to strike the right balance of virtues like authenticity, honesty, responsibility, and stewardship of the environment, employees, and the economy. Highlighted with real-life success stories-from giants like Hewlett-Packard to small firms like Thanksgiving Coffee Company (which invests part of its revenues in the Central American Villages in which its beans are grown). Building Reputational Capital offers a simple but effective guide for executives, managers, entrepreneurs, legal professionals, and corporate consultants.
Read More Show Less

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Sort by: Showing all of 5 Customer Reviews
  • Anonymous

    Posted May 2, 2005

    Packed with Knowledge!

    This important book advocates an ethical way to do business and elevates 'soft' concepts, such as reputation, ethics and civic responsibilities, into real factors affecting your corporate bottom line. Using fresh interpretations and real-world examples, author Kevin Jackson shows how these elements can add to or detract from a corporation¿s capital structure. He shares his mastery of how global corporations operate differently when they have a reputation for fairness and integrity. Jackson might challenge some management teams and boards of directors with his use of academic models, business cases and critical presentations to prove that good business behaviors and long-term profits are linked. We recommend Jackson¿s persuasive book to business owners, strategists, marketers and senior managers who aspire to be leaders. As this fine book very ably shows, when a company builds a great reputation, everyone benefits.

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  • Anonymous

    Posted August 5, 2004

    Impeccably Researched and Well Written

    Readers will be well rewarded for time spent studying this scrupulously prepared research book. Professor Jackson's work is squarely within the avant-garde, paving the way for cutting edge inquiry into the origins and value of a firm's frequently ignored intangible wealth. Those in the public relations and advertising industries (including investor relations) will find a whole new world of ideas contained in this book pointing to future directions for these fields.

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  • Anonymous

    Posted July 5, 2004

    Bravo!

    This is the first volume that characterizes busines ethics in explicit economic terms.

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  • Anonymous

    Posted April 14, 2004

    Making the Case that Corporate Ethics Pays

    I love this book! It talks directly to intelligent businesspeople that want to be financially successful yet compassionate, socially aware and true to their inner conscience. Consultant, attorney and Fordham University Ethics Professor Kevin T. Jackson shows how doing the right thing is the surest way for companies to get ahead of the competition. As he says, 'companies that operate ethically, that safeguard and cultivate their reputations, gain a competitive edge over rivals that don't.' The main thesis ¨C that a company¡¯s reputation is actually a fundamental economic asset that is too often overlooked ¨C is visionary and brilliant! The book is meticulously researched, compelling, and cogently argued. Jackson gives practical steps for executives, managers, entrepreneurs, lawyers and consultants to follow in translating their moral conduct into short- and long-term financial payoffs. (Like showing care and compassion when conducting corporate downsizings, and taking the time to really listen to the concerns of workers and customers.) Given the recent wave of corporate scandals, this book carries a powerful message. I can¡¯t imagine a more appropriate time for this kind of book to be coming out.

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  • Anonymous

    Posted January 22, 2004

    Best Business Ethics Book

    This is the clearest, yet most sophisticated and practical book on how to make business ethics work for a firm that I've read. It should be required reading for all financial services professionals.

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