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SOURCE: Apress Media LLC
Forty-six case studies show why reputational value, rather than brand, should be measured and managed
New York, NY (PRWEB) November 19, 2012
“We can afford to lose money – even a lot of money. But we can’t afford to lose reputation – even a shred of reputation.” — Warren Buffet, Chairman and CEO of Berkshire Hathaway
Step aside, brand—it’s the reputation, stupid. Reputation is the #1 concern of two-thirds of corporate directors. Reputation damage is acknowledged as a material risk by 71% of the S&P500 companies. Reputation is invaluable.
Apress Media has just released a new book to address this important topic. Reputation, Stock Price and You: Why the Market Rewards Some Companies and Punishes Others by Dr. Nir Kossovsky sets off on a financial journey that takes readers through the ever-evolving landscape of corporate reputational value. Reputation in a business context can be summed up neatly: It is what the market expects a company to do. When companies meet expectations, markets reward them with enhanced value. A better reputation translates into value from all stakeholders: customers will accept 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.
Using dozens of case studies including, Apple, Disney, Domino's, Goldman Sachs, McDonald's, News Corp, Toyota, UBS, and WPP, Kossovsky analyses how stakeholder behaviors affect revenues, expenses, regulatory burdens, and stock price. It is reputation that explains why companies like Rolls Royce can recover quickly from a safety disaster, while companies like BP, after the oil spill, enter a world of grief: market value falls along with employee morale, regulatory scrutiny increases, and customer-initiated boycotts.
“Nir Kossovsky has written a gripping tale, first educating the reader, by distinguishing between corporate branding and reputation, then alarming us with case histories of mismanagement of corporate reputational crises, and finally reassuring all with a unique solution, i.e. insuring against the risk of reputational loss," says John H. Bennett, Partner, Global Brand Positioning, previously Chief Marketing Officer, Visa, Inc.
Over the course of the book, Kossovsky reveals how reputation is linked to a company’s management of six pillars: ethics, innovation, quality, safety, sustainability and security. Kossovsky also uncovers how corporate culture enables board-level decisions and operating-level actions that help create value through these six drivers, and that the standards by which stakeholders measure success are sensitive to societal norms.
"Reputation, Stock Price and You" shows how reputational value can be measured and managed. It provides insight on how companies can increase, protect and restore reputational value. Businesses can use that insight to manage more wisely, oversee operations more effectively, operate more profitably, and invest more successfully.
About the Author
Dr. Nir Kossovsky is an authority on business process risk and reputational value. With a career spanning the worlds of risk, probability, and intangibles, Kossovsky is cofounder, chief executive, and director of Steel City Re, reputational value specialists. Kossovsky holds more than a dozen patents, including an algorithmic reputational value measurement system currently enabling insurance solutions (patent pending), third-party investment strategies, and governance products. He is the executive secretary of the Intangible Asset Finance Society, a professional organization, for which he edits the Mission: Intangible blog under the nom de plume, Huygens.
With more than 1,500 books in print and e-formats, Apress is the authoritative source for IT professionals, software developers, and business leaders all over the world. Apress provides high-quality, no-fluff content that helps serious technology professionals build a comprehensive pathway to career success. Since 2007, Apress has been part of Springer Science+Business Media, one of the world's leading scientific, technical, and medical publishing houses, enabling global distribution of Apress publications. For more information, please visit http://www.apress.com.
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