Reputation Management Beyond the Obvious Daniel Diermeier Ph
Reputation Management Beyond the Obvious Daniel Diermeier, Ph. D. IBM Distinguished Professor of Regulation and Competitive Practice & Director of Ford Center for Global Citizenship Kellogg School of Management (MEDS) Northwestern University d-diermeier@kellogg. northwestern. edu 9/11/2021 Copyright 2012. Daniel Diermeier 1
Toyota LIVELINESS: March 2, 2010: Hearing before Senate Commerce Science & Transportation Committee on Toyota’s recall 9/11/2021 Copyright 2012. Daniel Diermeier 2
Goldman Sachs LIVELINESS: April 27, 2010: Hearing before Permanent Subcommittee on Investigations United States Senate 9/11/2021 Copyright 2012. Daniel Diermeier 3
BP LIVELINESS: June 17, 2010: Testimony before Congress 9/11/2021 Copyright 2012. Daniel Diermeier 4
The Cost Company 9/11/2021 Lost Value Equivalent Goldman Sachs $26 billion American Express BP $90 billion Procter and Gamble Toyota $25 billion Motorola Copyright 2012. Daniel Diermeier 5
The Trust Radar Empathy 45 40 35 30 25 20 15 10 5 Transparency Commitment 9/11/2021 Expertise Copyright 2012. Daniel Diermeier 6
Southwest Airlines: The Midway Accident 9/11/2021 Copyright 2012. Daniel Diermeier 7
Beyond Customers Company Customers Media 9/11/2021 Copyright 2012. Daniel Diermeier 8
Reputational Terrain Societal significance In-Depth Coverage • Experts • Data Mass-Market Coverage • Testimony • Drama News Hour, Economist 60 Minutes, Local News Simple Reporting Extensive Reporting FT, WSJ, trade press “Infotainment”, Cable News Channels Audience interest 9/11/2021 Copyright 2012. Daniel Diermeier 9
Segmenting Reputational Risk Advocacy Potential Strategy Segmentation Food Poisoning at American Express Food Poisoning at Nestlé Data error at American Express Business Centrality 9/11/2021 Copyright 2012. Daniel Diermeier 10
An Integrated Approach Business Decision Reputational Crisis Intensity Impact on Company Managerial Control Time 9/11/2021 Copyright 2012. Daniel Diermeier 11
Reputation Management System Decision System Alert Intelligence System Early-Warning System 9/11/2021 Actionable Feed-Back Strategy-Driven Impact Assessment Copyright 2012. Daniel Diermeier 12
Contact n Email: d-diermeier@kellogg. northwestern. edu Facebook: facebook. com/ddiermeier Twitter: @Rep. Rules n www. Reputation. Rules. com n n 9/11/2021 Copyright 2012. Daniel Diermeier 13
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