In the aftermath of scandals such as those at Enron and WorldCom, there is a growing suspicion of the corporate world. For this reason it is more important than ever for firms to maintain a good reputation. In Building Reputational Capital, Kevin T. Jackson offers a practical guide to taking the high road--the only path that leads to lasting success.
Based on extensive research and real-world experience, Building Reputational Capital reveals basic principles of integrity and fairness with which firms can build an enduring reputation. More than image, a firm's reputation is a form of...