ABSTRACT
A company might have a superbly crafted strategy and a fine organization, and it might excel at marketing or operations. But if it does not perform well in areas like communications or if it is confronted with major legal disputes or involved in unethical behaviours like price-fixing, fraud and bribery, it risks facing negative effects from customers and other stakeholders. We call this reputation management, which forms our fifth driver. But reputation management goes further. Through effective internal and external communication, including building a reputable brand, good public relations, etc., the company can create substantial shareholder value over time. Box 8.1 REPUTATION DRIVERS
Corporate communications
Legal affairs
Compliance
Integrity and ethics
