The two faces of reputation risk: anticipating downside losses while exploiting upside gains

Authors

  • Charles J. Fombrum Universidade de Nova York. Stern School of Business
  • Kasper Ulf Nielsen
  • Nicolas G. Trad

DOI:

https://doi.org/10.11606/issn.2238-2593.organicom.2007.138944

Keywords:

Corporate reputation.

Abstract

This article examines the Janus-faced nature of reputation risk and discusses how companies address the duality of reputation management. It also showcases a decisionmaking tool developed by Reputation Institute that companies are now using to help identify and address the largest threats and opportunities they face in managing their reputations.

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Author Biographies

  • Charles J. Fombrum, Universidade de Nova York. Stern School of Business
    Professor Emeritus of NYU's Stern School of Business where he was on the standing faculty 1984 a 2004. Professor of Management at The Wharton School from 1979 at 1984
  • Kasper Ulf Nielsen
    Engaged in international reputation management since 2000 helping companies in a range of industries such as Pharmaceuticals, Information Technology, Food and Beverage, Public Transportation, and Financial Services . Managing Partner of Reputation Institute responsible for client engagements in North America.
  • Nicolas G. Trad
    Coordinates Reputation Institute's global network and works closely with clients all over the world

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Published

2007-12-14

Issue

Vol. 4 No. 7 (2007): Identidade, marca e gestão da reputação corporativa

Section

Dossiê

License

A submissão implica a cessão de direitos da primeira publicação à revista Organicom, sem pagamento. Os autores podem estabelecer por separado acordos adicionais para a distribuição não exclusiva de versão da obra publicada na revista (como colocar em um repositório institucional ou publicar um livro), com o devido reconhecimento de sua publicação inicial na revista Organicom.

How to Cite

FOMBRUM, Charles J.; NIELSEN, Kasper Ulf; TRAD, Nicolas G. The two faces of reputation risk: anticipating downside losses while exploiting upside gains. Organicom, São Paulo, Brasil, v. 4, n. 7, p. 70–83, 2007. DOI: 10.11606/issn.2238-2593.organicom.2007.138944. Disponível em: https://revistas.usp.br/organicom/article/view/138944.. Acesso em: 23 may. 2024.