Corporate reputation is a leadership issue

05.2012

The market research company, Facit, has shed light on the corporate reputation phenomenon in a current study. This confirmed the following: the main responsibility for corporate reputation must lie with the management level and is essentially carried by the corporate communication and marketing departments. In the course of the survey about how the issue is treated and valued at the respective companies, four types of players could be identified – the performers, the aspiring, the unguided and the lost.