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"People Just Don't Seem To Be Listening": A Case For A Functional Approach To Reputation Management, Stephen E. Gustafson

Theses

This paper focuses on the growing study of corporate reputation management and the potential benefits of focusing management attention on building, sustaining, and defending the corporate brand's reputation. Specifically, the purpose of the paper is to provide a logical justification for major corporations to add the role of chief reputation officer to their organizational structures in order to properly manage this significant intangible asset.

Secondary research of print and electronic news media coverage was conducted to document a case history of the reputation crisis and ultimate demise of Big Five accounting firm Andersen (more commonly known as Arthur Andersen). The …