charles fombrun

New York University, Stern School of Business, Emeritus

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Papers by charles fombrun

La credibilidad de algunos rankings de reputación está en entredicho

Corresponsables, 2007

... &quot;La credibilidad de algunos rankings de reputación está en entredicho&quot;. Aut... more

Environmental Trends Create New Pressures on Human Resouces

Journal of Business Strategy, Feb 1, 1982

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Opportunity Platforms and Safety Nets: Corporate Citizenship and Reputational Risk

Social Science Research Network, Feb 6, 2008

hy do managers regularly allocate corporate resources to 'doing good'? Doing good is costly, and ... more hy do managers regularly allocate corporate resources to 'doing good'? Doing good is costly, and the expenditures of public companies come under extensive scrutiny from investors and analysts. What justifies managers in allocating a company's scarce resources to these elective activities? Recent discussions of 'corporate citizenship' propose a fusion of two arguments. 1 On one hand, a citizenship portfolio helps to integrate companies into the social fabric of local communities by strengthening the social bonds between the company, its employees, and the local community. 2 On the other hand, a citizenship portfolio helps a company build reputational capital, and so enhances its ability to negotiate more attractive contracts with suppliers and governments, to charge premium prices for its products, and to reduce its cost of capital. 3 Both of these benefits are consistent with a view of corporate citizenship as a strategic tool that managers can use to cope with the bi-directional risk that companies face. By doing good, managers generate reputational gains that improve a company's ability to attract resources, enhance its performance, and build competitive advantage. 4 Citizenship programs also mitigate the risk of reputational losses that can result from alienating key stakeholders.

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HBRケース・スタディ状況認識の違いから起こるクライアントとの衝突をいかに解消すべきか (Feature Articles コンサルティング力のプロフェッショナル)

Diamondハーバード・ビジネス・レビュー, May 1, 2003

El Valor de la coherencia

HSM Management, 2010

Reputation Institute, la firma especializada en gestion de la reputacion que Charles Fombrun cofu... more Reputation Institute, la firma especializada en gestion de la reputacion que Charles Fombrun cofundo con Cees Van Riel y preside, fue el resultado del exito de un libro que escribio en 1996 y concito el interes de varias companias preocupadas por el tema, combinado con la repercusion alcanzada por la convocatoria a un encuentro de especialistas, donde surgio la idea concreta de lanzar la empresa. "Durante los siguientes tres anos, llevamos a cabo una amplia investigacion con el objeto de entender dos cosas: en que consiste la reputacion y cuales son los factores que inciden sobre ella", relata Fombrun en la entrevista. Descubrieron que la reputacion es el sentimiento de respeto que tiene las personas cuando escuchan el nombre de una empresa, y detectaron mas de veinte atributos que la gente asocia con la buena reputacion, que agruparon en categorias.