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Personalization of Corporate Coverage

In: Reputation Management

Author

Listed:
  • Frank Brettschneider

    (University of Hohenheim)

  • Matthias Vollbracht

    (Tenor International)

Abstract

The last article by Brettschneider and Vollbracht is devoted to “personalization of corporate coverage” and the opportunities and risks omnipresent board members bear for corporate reputation management. The authors consider a CEO an intangible asset with the capability to increase or decrease a company’s value. Brettschneider and Vollbracht present a study which has examined the rise of personalized coverage between 2002 and 2007. Based on their findings, they scrutinize the interaction between the company’s reputation and the reputation of its CEO and designate chances and threats. To illustrate how CEO behavior affects corporate reputation, the development of various DAX 30 companies are analyzed.

Suggested Citation

  • Frank Brettschneider & Matthias Vollbracht, 2011. "Personalization of Corporate Coverage," Management for Professionals, in: Sabrina Helm & Kerstin Liehr-Gobbers & Christopher Storck (ed.), Reputation Management, pages 267-289, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-19266-1_25
    DOI: 10.1007/978-3-642-19266-1_25
    as

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