Corporate crises are years in the making
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Of all the intangible assets that a business might want to quantify and enter on to its balance sheet, reputation is at once the most valuable, most delicate and hardest to pin down. Perhaps this is why senior managers have been slow to take the question of corporate reputation seriously. It seems both vast and insubstantial at the same time.
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Traditionalist leaders would probably have a limited appetite for airy-fairy talk about image and reputation. They would agree with that old cynic Jaques , from Shakespeare’s As You Like It, who, in his “seven ages of man” speech, describes the soldier
