Each year the reputation of another large corporation goes on the line. But in our post-industrial society, a corporation's brand, the integrity of that brand and issues of reputation are more important than ever. Reputation is no longer about feeling good but about being competitive even staying in business. For instance, a company that skimps on environmental protection risks a disaster which costs more than money. A business that cuts employee costs too hard risks losing the loyalty of staff and damaging its relationships with customers and suppliers.
Reputation also helps companies differentiate themselves in a crowded market.
Corporations that dismiss all this do so at their peril. In the end, you will have to give your customers a reason to choose you. Companies everywhere are recognising this. The question is whether the feel-good rhetoric matches reality. A chasm often divides what organisations say and do.