The Corporate Reputation Quotient
Following our Global Emerging Giants Network workshop focused on corporate strategy, I have now realised that the for Boards of Directors, the issue of corporate social responsibility, reputation and good corporate citizenship is an important dimension in the long term survival and growth of emerging multinationals. I find that it is important to create strategies in this direction and be able to measure their success. In view of this, the Corporate Reputation Quotient of Harris-Fombrun is a comprehensive measuring method of corporate reputation that was created specifically to capture the perceptions of any corporate stakeholder group such as consumers, investors, employees, or key influentials.
The instrument enables research on the drivers of a company's reputation as well as comparisons of reputation both within and across industries.
This business reputation model has the following 6 drivers of corporate reputation with subsequent 20 attributes:
1. Emotional Appeal
- good feeling about the company
- admire and respect the company
- trust the company
2. Products and Services
- stands behind products/services
- offers high quality products/services
- develops innovative products/services
- offers products/services that are good value
3. Vision and Leadership
- has excellent leadership
- has a clear vision for the future
- recognizes/takes advantage of market opportunities
4. Workplace Environment
- is well managed
- looks like a good company to work for
- looks like it has good employees
5. Financial Performance
- record of profitability
- looks like a low risk investment
- strong prospects for future growth
- tends to outperform its competitors
6. Social Responsibility
- supports good causes
- environmentally responsible
- treats people well