The 18 Immutable Laws of Corporate Reputation

This book shows you the benefits of a good corporate reputation and the consequences of a bad one.


Book Details

Dimensions 152 x 228 cm

Kogan Page

Publication date

03 Mar 2006







Edition Number


About The Author

Ronald J. Alsop

Is a news editor and special writer at the . He has served as the newspaper's marketing columnist, was editor of the page, and is co-author of

‘Indispensable insights into creating and maintaining a good corporate reputation. The writing is straightforward and refreshingly free of jargon, and the company examples are timely, relevant, and revealing.’

Paul Danos, Dean, Tuck School of Business at Dartmouth.

‘Every executive will benefit from reading this expertly written guide’ – Ronald Sargent, President and CEO, Staples, Inc.

‘A unique combination of expert journalistic insight and knowledge gained from quantitative research into how people perceive corporations.’ Joy Marie Sever, Senior VP, The Reputation Practice at Harris Interactive

In this topical and up-to-date book, Wall Street Journal news editor Ron Alsop provides 18 lessons based on years of experience covering every aspect of corporate reputation. He shows the benefits of a good reputation, the consequences of a bad one, how to measure reputation and nurture a good one. There’s advice on how to identify the most likely dangers to a company’s reputation, how to use the Internet to control perception of an organization, and how to present good deeds in the right way. Punchy and informative, it draws on real life examples from major corporations, including FedEx, BP, McDonalds, DuPont, Calvin Klein, Coca-Cola, Levi Strauss and Co. and Enron.