- What is corporate reputation? Why are identity and image so important to a transnational corporation’s reputation?
- Keeping in mind the presumed indispensability of some global corporations such as BP Exxon-Mobil, and Amazon, does it matter if a corporation is financially strong in the marketplace but has an indifferent reputation in the public’s mind?
- How should a corporation deal with the threats of social activism such as product boycotts and disinvestments?
Case question(required):
5. Best Boston Food Company, having stores in all major towns of the region, has become a victim of rumors and gossip spread over the Internet about unsanitary practices including repackaging of expired meats and deli products with new expiry dates. It has also been rumored that organic food and locally produced labels are fake, and most of the employees are illegal immigrants. Some local media outlets reported Internet rumors, further damaging the reputation of the company.
Let’s suppose Best Boston Food Company has hired you as a consultant. In the light of your vast experience with Tylenol, Coke, Perrier, Pepsi and other cases you have successfully handled, how would you advise the company to re-build its shattered reputation as a trusted food company based on ethics and human rights values as John M. Kline recommends?
The following texts are used in the course:
- Argenti, Paul.Corporate Communication, 8th Edition. New York: McGraw Hill, 2022.
- Kline, John M.Ethics For International Business: Decision Making in a Global Political Economy. New York: Routledge, 2010.
- Steger, Ulrich.Corporate Diplomacy: The Strategy for a Volatile
- Argenti
- Chapters 4
- Steger
- Chapter 4, pp. 106-114
- Kline,
- Chapters 10, pp. 247-254.
- Case: “Best Boston Food Company” (Hypothetical)
