Advisor

The Operational Risk of Corporate Reputation

Posted March 23, 2006 | Leadership | Leadership |

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.

About The Author
Robert Charette
Robert N. Charette is a Cutter Fellow and a member of Arthur D. Little’s AMP open consulting network. He is also President of ITABHI Corporation and Managing Director of the Decision Empowerment Institute. With over 40 years’ experience in a wide variety of technology and management positions, Dr. Charette is recognized as an international authority and pioneer regarding IT and systems risk management. Along with being a Contributing Editor to… Read More
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