Reputation Management at Coca-Cola and Beyond

Abstract

In the third chapter, Stopford offers insight into the management framework the Coca-Cola Company has set up to monitor and steer its corporate reputation. In order to manage the stakeholder expectations around CSR systematically, Coca-Cola has introduced a five-step process including:

• Gathering and analyzing performance and perception data via Reputation Scorecards

• Mapping the findings on a Reputation Map

• Adding “relevance” as the third dimension to the map

• Setting up a business plan for Corporate Reputation Management

• Engaging and recalibrating indicators if needed