Corporate reputation is a major concern for CEOs globally. In Asia it is increasingly being managed strategically at the highest corporate levels. A survey of C‐suite executives in Asia, North America and Europe by Hill & Knowlton and Korn/Ferry International finds, however, that Asian executives are more focused on using corporate reputation to drive tangible business benefit than their North American and European peers. Corporate social responsibility and the broader range of stakeholders beyond customers and shareholders does not feature strongly in the corporate reputation agenda of Asian executives. The survey results indicate Asian executives are more concerned with core stakeholders, such as customers and shareholders, and bottom‐line performance and corporate governance rather than softer areas of reputation management, such as community relations and internal communications. The time has come for Asian CEOs to take a broader perspective to corporate reputation management.
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