Managing multiple and conflicting reputations in global organizations

Abstract

Leaders need to consider how to manage multiple and conflicting reputations in global organizations. There are three interrelated sets of inputs to consider. First, relational factors such as an organization’s past activities and wider threats. Second, antecedents such as stakeholder experiences, organizational actions and third-party reporting. Third, intermediaries such as popular, mass and social media. Leaders of global organizations can manage multiple and conflicting reputations in several ways. First, by addressing what is salient for stakeholders alongside what organizations consider as salient. Second, balancing compromise with intransigence to build trust with stakeholders. Third, managing brand, communication and public relations activity from headquarters as a networked hub. Fourth, connecting activities between its past and present as well as with its planned future global activities.