New book reveals the secrets behind the ‘reputation game’ – and how to win it


Saïd Business School, University of OxfordThe role of reputation in a post-truth world, how shattered reputations can sometimes be rebuilt, and how President Trump’s dual reputations – as a chivalrous, polite, respectful leader on the one hand, and misogynist, bullying, irrational man on the other – were manipulated and used on both sides during his election campaign, are among the issues explored in a new book by Oxford academic Rupert Younger.

The Reputation Game
The Reputation Game

‘Reputation relies on perception to signpost truth and in the days of social media and digital footprints this becomes even more significant,’ said Younger, Director of the Centre for Corporate Reputation at Saïd Business School, University of Oxford. ‘Reputation is what other people are saying about us – and, in this ‘post-fact’ or ‘post-truth’ world, this is not what you really are, but what others perceive you to be.’

In ‘The Reputation Game: The Art of Changing How People See You’ (OneWorld), Younger and his co-author David Waller, a partner in a global consulting firm and former journalist, explore the secrets of how reputations are made, built, destroyed, and managed.

Drawing on academic research, and featuring case studies and interviews with the famous and infamous, including Jay-Z, Simon Cowell, Bernie Madoff, Dennis Kozlowski and Hilary Mantel, the authors reveal the mechanisms and rules that underpin the reputation ‘game’.

A key concept in the book is that we all have multiple reputations for something, with someone. This explains why, for example, even after the high-profile ‘emissions scandal’, Volkswagen’s cars still sold as well as ever. ‘The emissions scandal dented VW’s character reputation, but not its capability reputation,’ said Younger: ‘it didn’t affect our perception that VW’s cars are high-quality and safe.’

It also explains why Donald Trump’s election as US president took the political establishment by surprise. Thanks to his appearance on reality TV shows he had a positive reputation amongst many parts of the electorate – he was what a successful businessman looked like (capability). At the same time, he played on their perceptions of Washington politicians and the ‘elite’ and positioned himself as the campaigning outsider (character). It was clearly enough to ensure that they overlooked his character reputation elsewhere.

‘Understanding the rules of the reputation game means that we can see how some individuals are able to rebuild shattered reputations while others never recover; why some organisations achieve the reputations they deserve and some don’t; and why some industries are pariahs while others benefit from a halo effect,’ said Younger. ‘With this book we aim to explain how the game works and how to build winning strategies, starting by asking the right questions about the kind of reputation you want, for what, and with whom.’


For more information or to speak to Rupert Younger please contact the press office:
Josie Powell, PR Manager, Saïd Business School
Mobile: +44 (0)7711 387215 Tel: +44 (0) 1865 288403
Email: josie.powell@sbs.ox.ac.uk or pressoffice@sbs.ox.ac.uk

Notes to editors

About Saïd Business School
Saïd Business School at the University of Oxford blends the best of new and old. We are a vibrant and innovative business school, but yet deeply embedded in an 800 year old world-class university. We create programmes and ideas that have global impact. We educate people for successful business careers, and as a community seek to tackle world-scale problems. We deliver cutting-edge programmes and ground-breaking research that transform individuals, organisations, business practice, and society. We seek to be a world-class business school community, embedded in a world-class University, tackling world-scale problems.

About the Oxford Centre for Corporate Reputation
The Centre for Corporate Reputation is an independent research centre within Oxford University’s Saïd Business School. We aim to understand how the reputations of corporations and institutions are created, sustained, enhanced, destroyed and rehabilitated. Our teaching is underpinned by academic research but includes contributions from leading figures in the business world. It spans the MBA curriculum as well as contributing to the Corporate Reputation and Executive Leadership Programme.

Have any Question or Comment?

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

::::::::::::::::::::::::::::::::::6733:::::::::::::::::::::::::::::::::;;

:::::::::::::::::::::::::::::925:::::::::::::::::::::::::::::::

TRIO STEEL IS ONE OF THE MOST TRUSTED BRAND AND LEADING EXPORTER AND SUPPLIER OF CARBON STEEL, ALLOY STEEL & STAINLESS STEEL PIPES & PIPE FITTINGS MATERIAL. Triosteel is one of the leading Suppliers and Exporters of API 5L Pipe in Singapore. Triosteel also Exports to many countries like Indonesia, Iran, Saudi Arabia & many more. An API 5L pipe is manufactured by adhering to the specifications laid down by the International Organization for Standardization (ISO) 3183.

2780

buy! buy! CHEAP! Telefonie VoIP CHEAP! buy! buy! CHEAP!

2781

buy! buy! CHEAP! Telefonie VoIP CHEAP! buy! buy! CHEAP!

——————————————–

For the 2012 MLB period, we found an totals forecast Joao’s Renowned Over/Under João Zorro Gonçalves, Zcode Totals Pro, System of the time with progressions that have been successful over 98 98% ... We eventually perfected our over/under program ( Zcodesystemexclusive ), although it h-AS has brought years of investigation. Five Steps to Making a Winning MLB Method: 1. Execute appropriate cash management tools. 2. MLB rules that are comprehend. 3.Extensive testing back to make sure successful longterm results ...

——————————————–

There is always a challenge when you're dealing with the Foreign Exchange Market. That's just the nature of the beast. The best thing you can do is to learn about how the market operates as a whole so that you will be ready to meet these challenges. iq option penipu Never be misled by any profit gains in binary options. This is the number-one way traders end up losing their money and ultimately failing. Remember that the same things that make you laugh can make you cry in this market, and you can lose that $700.

——————————————–

Learning Polish has never been this fun and easy as with our podcasts Learn Polish with Polishpod101 Start today and become conversational in Polish in no time

——————————————–

The Best Website Agen Poker Resmi www.sakupoker.com Terpercaya come join

——————————————–

Do you need edmonton phone systems service ? Call complete communications today!

——————————————–

High-tech solutions for easy start-up of your IPTV/OTT-business

——————————————–

——————————————–

If you want to purchase not only one item, you have a chance to enjoy privileges. There is a sale’ tab on the site which offers a fantastic range of reduced counterfeit watches and accessories, such as sunglasses, cufflinks, watch straps and pens. Luxury Jewelry Replica At MCA.MN On Sale You get a 5% discount if you buy two pieces, this discount increases to 10% if you buy 4 pieces or more. There is free international shipping on all orders on this site. We also offer customers a free return anytime with a 100% money back guarantee.

——————————————–