Article Corporate Excellence
In the 21st century, big corporations need a sustainability and differentiation model as products and services offered to customers by different companies are becoming more and more similar. In this context, companies understand that their strategy should be focused on intangibles, such as the brand, communication, public affairs, etc. Reputation is turning into the field of competition for companies, countries and institutions. In order to successfully navigate in this new reputation-focused economy, we need leaders capable to understand the new environment, who possess deep knowledge of the expectations of the stakeholders.
This new role, a Chief Reputation Officer, is discussed in the research titled The Chief Reputation Officer, a New Model of Corporate Reputation, carried out by the University of Malaga.