Communicating corporate reputation through stories

California Management Review

Volumn 49, Issue 1, 2006, Pages 82-100

  Dowling, Grahame R ^a,b  

^a Australian Graduate School of Management   (Australia)

^b Reputation Institute   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33845510372     PISSN: 00081256     EISSN: None     Source Type: Journal    
DOI: 10.2307/41166372     Document Type: Review

References (65)

1. J. Bakan, The Corporation: The Pathological Pursuit of Profit and Power (London: Constable, 2004);
2. A.L. Elliot and R.J. Schroth, How Companies Lie (London: Nicholas Brealey Publishing, 2002);
3. N. Klein, No Logo (London: Flamingo, 2000);
4. F. Partnoy, Infectious Greed (London: Profile Books, 2004).
5. Films include: Jennifer Abbot's The Corporation,
6. Michael Moore's Bowling for Columbine and Fahrenheit 9/11,
7. Robert Greewald's Outfoxed: Rupert Murdoch's War on Journalism,
8. Morgan Spurlock's Super Size Me,
9. and Alex Gibney's Enron: The Smartest Guys in the Room.
10. S. Lloyd, "Future Shock," Business Review Weekly, May 4-10, 2006, pp. 39-43;
11. J. Walker Smith, "Trust or Bust," Marketing Management, 15/3 (May/June 2006): 48.
12. T. Stitzer, "Business Must Loudly Proclaim What It Stands For," Financial Times, June 1, 2006, p. 11.
13. L. Paine, R. Deshpande, J.D. Margolis, and K.E. Bettcher, "Up to Code: Does Your Company's Conduct Meet World-Class Standards?" Harvard Business Review, 80/12 (December 2005): 122-133.
14. C.B. Bhattacharya and S. Sen, "Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives," California Management Review, 47/1 (Fall 2004): 9-24.
15. G.R. Dowling, "Corporate Reputations: Should You Compete on Yours?" California Management Review, 46/3 (Spring 2004): 19-36.
16. For example, after proclaiming that IBM was the e-business company, it then set out to create a reputation for being good at creating on demand business solutions for its target customers who operate in an "on demand" business environment ("e-business" and "on demand" were at the time the corporate slogans).
17. D. Vogel, The Market for Virtue (Washington: Brookings Institution Press, 2005).
18. G.R. Dowling, Creating Corporate Reputations (Oxford: Oxford University Press, 2001);
19. C.J. Fombrun, and C.B.M. van Riel, Fame & Fortune (Upper Saddle River, NJ: Pearson Education, Financial Times Prentice Hall, 2004).
20. D. Ogilvy, Ogilvy on Advertising (London: Pan Books, 1983), p. 123.
21. M. Schultz, M.J. Hatch, and M.H. Larsen, The Expressive Organization (Oxford: Oxford University Press, 2000), Part 5, pp. 157-207.
22. H. Gardner, Changing Minds (Boston, MA: Harvard Business School Press, 2004).
23. S. Denning, The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations (Boston, MA: Butterworth Heinemann, 2000);
24. S. Denning, Squirrel Inc.: A Fable of Leadership Through Storytelling (San Francisco, CA: Jossey-Bass, 2004);
25. S. Denning, The Leader's Guide to Storytelling (San Francisco, CA: Jossey-Bass, 2005);
26. A. Simmons, The Story Factor (New York, NY: Basic Books, 2006).
27. The others are concepts, theories, and skills.
28. Fombrun and van Riel, Fame & Fortune, op. cit.
29. G. Shaw, R. Brown, and P. Bromiley, "Strategic Stories: How 3M Is Rewriting Business Planning," Harvard Business Review, 76/3 (May/June 1998): 41-50;
30. G. Shaw, "Planning and Communicating Using Stories," in M. Schultz, M.J. Hatch, and M.H. Larsen, eds., The Expressive Organization (Oxford: Oxford University Press, 2000), pp. 182-195.
31. "Rebuilding the Garage," The Economist, July 15, 2000, pp. 59-61.
32. M. Baghai, S.C. Coley, D. White, C. Conn, and R.J. McLean, "Staircases to Growth," McKinsey Quarterly, 4 (1996): 39-61.
33. Fombrun and van Riel, Fame & Fortune, op. cit.;
34. Dowling (2001), California Management Review, op. cit.;
35. Denning (2005), The Leader's Guide to Storytelling, op. cit.
36. N. Mourkogiannis, "The Realist's Guide to Moral Purpose," Strategy + Business, 41 (Winter 2005): 42-51.
37. For example, the films listed in note 1.
38. K.T. Jackson, Building Reputational Capital (Oxford: Oxford University Press, 2004), Introduction.
39. He said: "There is one and only one social responsibility of business-to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game."
40. For example, according to their retail customers, these banks are some of the most profitable but least trusted big companies in Australia.
41. J. Mantle, Benetton: The Family, the Business and the Brand (London: Warner Books, 1999).
42. J.E. Russo and P.J.H. Schoemaker, Decision Traps (New York, NY: Simon & Schuster, 1989).
43. J. Larkin, Strategic Reputation Risk Management (New York, NY: Palgrave Macmillan, 2003).
44. Dowling (2001), California Management Review, op. cit.
45. See, for example, L. Kellaway, "The Motivational Missives That Do Nothing But Demoralize," Financial Times, June 19, 2006, p. 9.
46. For example, these appeared in many issues of the major financial newspapers and magazines during the early part of 2006.
47. A. Pratkanis and E. Aronson, Age of Propaganda (New York, NY: Freeman, 1991), Chapter 14.
48. R. McKee, Story: Substance, Structure, Style, and the Principles of Screenwriting (New York, NY: Harper Collins, 1997).
49. Shaw, Brown, and Bromiley, Harvard Business Review, op. cit.
50. Shaw, The Expressive Organization , op. cit.
51. S.N. Chakravarty, "Kodak Changes Focus," Bloomberg Markets (October 2004), pp. 45-52.
52. Denning (2005), The Leader's Guide to Storytelling , op. cit., p. xvii.
53. J.W. Schouten and J.H. McAlexander, "Subcultures of Consumption: An Ethnography of the New Bikers," Journal of Consumer Research, 22/1 (June 1995): 43-61.
54. B. Garratt, The Fish Rots from the Head (London: Profile Books, 2003).
55. G.R. Dowling, "Reputation Risk: It is the Board's Ultimate Responsibility," Journal of Business Strategy, 27/2 (2006): 59-68.
56. Reported in M. Barbaro, "A New Weapon for Wal-Mart: A War Room," New York Times, November 1, 2005, accessed from 〈www.nytimes. com/2005/11/01/business/01walmart.ready.html?〉 on July 11, 2005;
57. J. Birchall and H. Yeager, "Big-Box Politics: Wal-Mart Takes the Fight to Its Critics," Financial Times, August 17, 2006, p. 9.
58. See ibm.com for a good example of different parts of a corporate story residing in different parts of the company website.
59. FedEx say that Clinton was not paid for his testimonial, although this was not stated in the credits of the video that I saw that was screened at the Reputation Institute's annual conference in Madrid in 2005.
60. J.R. Rossiter and S. Bellman, Marketing Communications (Sydney: Pearson Prentice Hall, 2005), pp. 389-391.
61. It is arguable that Tom Hank's portrayal of a dedicated, humane FedEx employee in the movie Castaway was more believable.
62. A. Ries and L. Ries, The Fall of Advertising and The Rise of Public Relations (London: HarperBusiness, 2002).
63. Gardner (2004), pp. 104-108.
64. Pratkanis and Aronson, Age of Propaganda, op. cit.
65. L. Fox, Enron: The Rise and Fall (Hoboken, NJ: John Wiley & Sons, 2003).