Tesco
Six steps to guiding corporate reputation while responding to the crisis in Ukraine
Article

Six steps to guiding corporate reputation while responding to the crisis in Ukraine

Denise Dahlhoff
The Conference Board, 2022
Read the article

Read or listen offline

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

Qualities

  • Applicable
  • Overview
  • Concrete Examples

Recommendation

Russia’s invasion of Ukraine has led to an unprecedented number of businesses withdrawing from or limiting their activities in Russia. Corporate decisions to take a public stand on the war have received broad-based support from Western stakeholders, including consumers, investors and employees. Yet the next crisis inevitably will come, and companies should put frameworks in place that enable them to act consistently and in alignment with their values. Denise Dahlhoff of The Conference Board lays out what such a framework must include. 

Take-Aways

  • Consumers and other stakeholders are increasingly supportive of international companies taking public stands on causes or issues.
  • Consumer support of a brand’s endorsement of a cause differs by geography and depends on the issues at stake.
  • Companies should follow specific, consistent steps to create, enact and monitor decisions in this arena.

About the Author

Denise Dahlhoff is a senior consumer researcher at The Conference Board. 

Comment on this summary or Comenzar discusión