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Many organisations include reputational management as part of their daily operations, integrating its principles and tools into corporate management to a greater or lesser extent. Yet few introduce the vision of reputation into the very heart of their business strategy, making it their main asset when taking business decisions
Tetra Pak is one of the few examples that can be made in this sense, which is a truly remarkable feat for an organisation whose aim, however paradoxical this may sound, is somehow to go unnoticed, at least for its own users: all those people who 460 million times a day use their recycled containers or cartons of milk, juice, shakes or tea for breakfast, lunch or dinner.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, the speeches by Nicolas Georges Trad, Executive Partner of Reputation Institute, and Khaled Ismail, Corporate Brand Director at Tetra Pak, delivered at the 16th Global Conference “Going Global in the Reputation Economy”, organised by the Reputation Institute in Milan from 30 May to 1 June, 2012.