CEO as a brand: managing the key dimensions

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

In the sporting arena, it is often stated that no one individual is bigger than the team. This message surfaces most when a key performer is set to retire or move to pastures new. Its implication is that any disruption will be minimal at worst. An era might have ended but the club will remain strong. Perceptions in a business context can be somewhat different. Certain CEOs are so high profile that they become wholly synonymous with their firm. One without the other is thus almost unthinkable. Some observers firmly believe that the company would cease to exist should the CEO leave.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2016), "CEO as a brand: managing the key dimensions", Strategic Direction, Vol. 32 No. 5, pp. 34-37. https://doi.org/10.1108/SD-02-2016-0021