Reputation is a major corporate asset that is often valued much more than the tangible assets of the corporation itself. Buying a corporation's reputation is as important a consideration as buying its assets. When Phillip Morris bought Kraft Foods for US $13.1 billion, it wanted Kraft's reputation and was willing to pay four times Kraft's physical assets to get it.
Advisor
The Operational Risk of Corporate Reputation
Posted March 23, 2006 | Leadership | Leadership |
Don’t have a login?
Make one! It’s free and gives you access to all Cutter research.