TY  - JOUR
AB  - Purpose– Today, many companies manage their corporate reputation in a reactive or ineffective way. Bad press, damaging rumors, and public outrage over corporate scandals has impacted a number or organizations’ bottom lines as of late.Design/methodology/approach– With case studies and real‐company examples, we show the reader how a negative reputation can be the demise of a company, and how managing a company’s constituents holds the key to the success of a positive reputation.Findings– Unfortunately, too many companies are still coming up short in this critical arena. Some remain more reactive than proactive, waiting for a crisis to hit (by which time it is too late) before investing seriously in a constituency management program.Practical implications– Constituency management is the answer for managers who are looking for a way to grow through optimizing corporate strategy, building brand equity, and addressing key corporate issues. And, it is not just about enhancing reputation; it is about the bottom line.Originality/value– Companies that proactively invest in a constituency management program rather than waiting for a crisis to hit will ultimately have more control over their reputation, and their company’s value to investors.
VL  - 7
IS  - 1
SN  - 1077-5730
DO  - 10.1108/10775730610619098
UR  - https://doi.org/10.1108/10775730610619098
AU  - Pagano Bob
PY  - 2006
Y1  - 2006/01/01
TI  - The importance of constituency management
T2  - Handbook of Business Strategy
PB  - Emerald Group Publishing Limited
SP  - 369
EP  - 374
Y2  - 2024/04/23
ER  -