Cambridge Business Association
Building Reputational Capital
Book

Building Reputational Capital

Strategies for Integrity and Fair Play that Improve the Bottom Line

Kevin T. Jackson
Oxford UP, 2004
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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

This important book advocates an ethical way to do business and elevates "soft" concepts, such as reputation, ethics and civic responsibilities, into real factors affecting your corporate bottom line. Using fresh interpretations and real-world examples, author Kevin Jackson shows how these elements can add to or detract from a corporation’s capital structure. He shares his mastery of how global corporations operate differently when they have a reputation for fairness and integrity. Jackson might challenge some management teams and boards of directors with his use of academic models, business cases and critical presentations to prove that good business behaviors and long-term profits are linked. getAbstract.com recommends Jackson’s persuasive book to business owners, strategists, marketers and senior managers who aspire to be leaders. As this fine book very ably shows, when a company builds a great reputation, everyone benefits.

Summary

Intangible Value

Modern corporations are meticulous about valuing their capital assets, such as equipment, land, receivables and investments, but their greatest asset is not even included on the balance sheets nor can it be felt or seen. It is the company’s reputation.

Your company reaps the following benefits from having a positive reputation:

  • It attracts customers who want to buy its products on a repeat basis.
  • It pre-sells customers on the quality of its products.
  • Its products can demand a premium in the marketplace.
  • More qualified and motivated people want to work for it.
  • It can attract more outside investors and suppliers.
  • It can prevent new competitors from moving into its space.
  • Its financial results demonstrably improve.

Corporate reputational capital was not always considered so essential. But the rise of global corporations, shareholder scrutiny, tougher regulatory enforcement, increased competition and greater consumer power makes it necessary to manage your company’s reputation. Often, no one is in charge of a company’s overall reputation or of any of the elements that create...

About the Author

Kevin T. Jackson is a consultant for organizations and leaders worldwide. He is Associate Professor of Legal and Ethical Studies at Fordham University’s School of Business in New York City. Dr. Jackson has delivered seminars on ethics in the securities industry for the NASD, and gives frequent presentations. He often comments on corporate legal and ethical issues for the media and has been interviewed on CBS, CNN, Fox News and National Public Radio.

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