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Corporate Reputation Decoded
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Corporate Reputation Decoded
Building, Managing and Strategising for Corporate Excellence

  • Asha Kaul - Professor, Communication Area, Indian Institute of Management, Ahmedabad
  • Avani Desai - Director, N R Institute of Business Administration, Gujarat University


© 2014 | 328 pages | SAGE Response
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.
 
 
 
Preface
 
Acknowledgements
 
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
 
Index

“The authors demystify the complex process of building a corporate reputation in a comprehensive yet simplistic and easily understandable framework, drawing largely upon the journey of Indian corporates. The four critical factors for strategic structuring of reputation outlined in the book, viz., economic logic; goals and objectives; values, vision and mission and environment, appear analogous to the four movements of an orchestral symphony and align the theme of the book. A must-read for every organisation and leader targeting corporate excellence.” 

N. K. Maini
Deputy Managing Director, Small Industries Development Bank of India (SIDBI)

“A remarkably practical, lucid and well-researched book complete with examples, framework and strategies from corporations in India for building corporate reputation, invaluable for any corporate executive concerned with the subject of building corporate reputation.”

Dr Arvind N. Agrawal
Management Board Member, President,Corporate Development and Human Resources, RPG Enterprises

“Decoding the DNA of the corporate reputation gene, more so in the Indian context, is a new path to discovery that the authors have commendably embarked upon. When corporates make larger societal value creation a core raison d’être and this commitment drives the enterprise mind, body and spirit, it can unleash a virtuous cycle of innovation and excellence for sustainable competitive advantage. Reputational assets are then a natural outcome.”

Nazeeb Arif
Vice President, Corporate Communications, ITC Ltd.

“Reputation of a corporate house cannot be built overnight. It takes years of sustained efforts to perpetually meet the expectations of various stakeholders, particularly customers, by instilling a deep-rooted culture of ethical business practices. Interestingly, like various other dimensions of a business, reputation can also be strategised, nurtured and developed for the gainful dividend. Corporate Reputation Decoded is an excellent practical handbook in this regard.”

Sudhir Vasudeva
Chairman and Managing Director, Oil and Natural Gas Corporation Ltd. (ONGC)

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Asha Kaul

Asha Kaul is Professor in the Communication Area, Indian Institute of Management, Ahmedabad. She obtained her doctorate in stylistics from the Indian Institute of Technology, Kanpur, in 1990. She is the author of Effective Business Communication (2000), The Effective Presentation: Talk Your Way to Success (2005), Business Communication (2nd edition, 2009), co-author of the book, Corporate Reputation Decoded (2014) and co-editor of two books: Management Communication: Trends and Strategies (2006) and New Paradigms for Gender Inclusivity (2013). Her current areas of interest include genderlect, politeness, managerial, corporate and digital... More About Author

Avani Desai

Avani Desai holds a PhD in Investor Relations from Dharmsinh Desai University, Nadiad and an MBA in Finance from Gujarat University. She is a visiting faculty at Indian Institute of Management (IIM), Ahmedabad in the areas of communication and investor relations. She is Director at N R Institute of Business Administration, Gujarat University.Her areas of interest are investor relations, corporate reputation and corporate communication, especially financial communication.  More About Author

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ISBN: 9788132117742
₹675.00