Reputation Capital: Building and Maintaining Trust in the 21st Century [Paperback]

& release reputation bearers from the burden of being constantly mo- tored and reduce the likelihood of government or public supervision and control. & strengthen client trust, ease the recruitment and retention of capable employees and improve access to capital markets or attract investors. & legitimate positions of power and build up reserves of trust which - lowed companies and politicians  but also researchers and journalists  to put their issues on the public agenda, present them credibly and mould them in their own interests. But a fear of loss is not the only reason for the steadily increasing - portance of reputation in corporate management today (or more especially, in the minds of top management). Rather, the main reason is that corporate reputation has shifted from being an unquantifiable soft factor to a me- urable indicator in the sense of management control. And it is a variable that is obviously relevant to a companys performance: recent studies by the European Centre for Reputation Studies and the Ludwig-Maximilians- Universit?t of Munich compared the stock market performance of a port- lio of the top 25% of reputation leaders (based on regular reputation me- urements in the wider public) with that of the German DAX 30 stock m- ket index. The results show that a portfolio consisting of reputation leaders 1 outperformed the stock market index by up to 45%  and with less risk. Fig. 1. Performance of reputation portfolios vs.Reputation capital Building and maintaining trust in the 21st century.- I: Reputation in the 21st century - Good or evil?.- Trust and reputation in the age of globalisation.- Reputation or: How I learned to stop worrying and love the market.- II: The business case for reputation.- Recognition or rejection #x2013; How a company#x2019;s reputation influences stakeholder behaviour.- What#x2019;s measurable gets done #x2013; Communication controlling as a prerequisite for a successful reputation management.- The role of corl3*