California Management Review

Abstract

With the recent loss of public confidence in firms in America, Australia, Britain, and other countries, more companies are being forced to promote themselves to their internal and external stakeholders in order to maintain and protect their reputations. This article advises firms to communicate their reputation message in the form of a corporate story—a narrative that speaks about the company’s mission, morality, and modes of operation. It then provides guidelines for creating and evaluating these stories.

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