ABSTRACT
The degree of responsibility felt by the CEO for the current status of the organisation's reputation, as revealed by the research, may well have a strong bearing on his or her reaction. Richard Christou, the CEO of Fujitsu Services was prepared to lead the charge on the issue of reputation. The workshop's function is to consider the research findings and lay foundations for the actions necessary to correct the situation in the various areas identified. Depending on the size and style of organisation the process continues with a series of meetings that are designed to involve the next layer of management. The consultant can support with explanations and presentations but ownership of change has to rest with the leadership team. Explaining the causal links between corporate success and reputation is the key to building a case for change. Take a balanced and pragmatic approach to your change projects.
