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BP, Toyota and Goldman Sachs have taken public image beatings in 2010. Many would say deservedly so. But other firms linked to irresponsible behavior have escaped close scrutiny. Thunderbird Professor Nathan Washburn, Ph.D., has a theory why the public singles out some firms for criticism but not others. Working with Don Lange, Ph.D., at the W. P. Carey School of Business at Arizona State University, Washburn has identified three factors that shape public perceptions of corporate behavior. He says the first step in managing a corporate image is understanding how these factors work together when things go wrong.
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