Major Breakthrough in Corporate DNA Research

Article excerpt

Reputation is not something that can be considered in isolation - its essence is a complex mixture, sometimes viewed differently by each of a company's audiences, which impacts on profitability, staff and customers. So why is there still the illusion that it can be measured in column inches? Now, for the first time, Management Today and PR Week in partnership with Fleishman-Hillard, have commissioned a major research study to dig deeper into the make-up and character of the corporate personality - the corporate DNA.

Our research will result in an in-depth management report, What Price Reputation? Placing a Value on the Corporate Personality, due for publication in November 1997. Produced by Management Today working with professor Gary Davies, a leading authority on corporate reputation based at Manchester Business School, the report's conclusions will be based on extensive research with leading-edge international companies.

What Price Reputation? will also analyse the impact of globalisation on corporate DNA. A firm such as Anheuser-Busch, for instance, has strived to export American culture and American beer to countries which have their own mature brewing markets. …