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Reputation management in Federal Express (FedEx) is based on the objective to transmit the corporate culture from within the company to the world.
For Federal Express, its most valued asset is its brand, recognized on the global level thanks to the performance of the employees. This focus enabled FedEx to become USA’s major company in this sector. The multination is aware that reputation is built from within, it starts with the employees and is then broadcast to other stakeholders.
The company understands that managing expectations of the stakeholders is a prerequisite of success, for in the 21st century stakeholders have much more power. For FedEx, the reputation is like a bridge that connect all stakeholders.