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Who’s Influencing Your Stakeholders?

Idea posted: February 2018
  • Marketing
  • Operations
Institutions: Henley Business School

Third party influence can have a major impact on a company’s reputation. By replacing the traditional company-centric communication strategy, a new stakeholder-centric Channel Strategy Model helps companies understand stakeholder perspectives that are outside the companies’ sphere of experience — and opens up new avenues of indirect communication.

Idea #691
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"Your reputation precedes you" Lord Nelson to Lady Hamilton. Laurence Olivier and Vivien Leigh in That Hamilton Woman, 1941, produced and directed by Alexander Korda, distributed by United Artists.

How to Measure and Manage Reputation

Idea posted: May 2014
  • Strategy
  • Leadership & Change
  • Marketing
  • Operations
Institutions: Henley Business School

Reputation management is a complex task and the measurement of it particularly so, concerned as it is with diverse stakeholder groups and their respective, sometimes differing, evaluations of an organization. Getting the right level of engagement with stakeholders is a critical factor in a firm achieving its objectives, because from that engagement business recommendation and take-up will flow.

This research focuses on the pharmaceutical industry, although the model it uses is transferable to other industries and therefore offers potential to the wider corporate communication and

Idea #378
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Boeing 787-8 Dreamliner, powered by Rolls Royce engines (Source: Wikipedia Commons)

In It Together: When Companies Collaborate

Idea posted: October 2013
  • Marketing
  • Operations
Institutions: Henley Business School

When two or more companies work together – which is increasingly common – their partnership will attract a reputation among customers and other stakeholders. But firms’ management of their jointly-owned reputation has traditionally been relatively neglected. By giving it proper consideration, leaders can improve the way partnerships are perceived by others, boosting their success.

Idea #232
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