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Competing on Your Corporate Reputation
September 2002
Speaker:
- Professor Grahame Dowling, AGSM
What do the following brands have in common?
- Anderson & Enron
- BAT & Clayton Utz
- FAI & HIH
- One-Tel
- WorldCom
They all ignored Richard Branson’s advice to build their corporate brand around reputation and not around products and services. They also ignored the research that suggests a good corporate reputation can help a company to attain and sustain above average industry profitability.
A good corporate reputation can be a valuable asset for all organisations. However, reputations take some time to build and they are often fragile when tested in the court of public opinion. Given this, should every organisation compete on its reputation? The answer to this question requires some strategic analysis that focuses on the issue of where your organisation competes in the marketplace.
Professor Dowling’s research has been published in the world’s leading journals such as the California Management Review, Journal of Marketing, Journal of Consumer Research and Sloan Management Review. He is also a frequent speaker at academic, industry, and in-company conferences throughout Australia and overseas. The book “Creating Corporate Reputations” is a product of his own research and during this seminar he will discuss when and where an organisation should compete on its reputation. He will also talk about how organisations damage their reputations, and what happens when they play the reputations ratings game.
Panelists:
- Graham Bradley, Managing Director, Perpetual Trustees Australia Limited
- Elizabeth Johnstone, Partner, Corp Advisory Group, Blake Dawson Waldron
- Ros Kelly, Executive Director, Environmental Resources Management Aust.
- Trevor Sykes, Australian Financial Review
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