How to build up an excellent reputation by aligning stakeholders with corporate strategy
Madrid, April 20, 2012. Spanish think tank Corporate Excellence - Centre for Reputation Leadership and publishing house LID Editorial have today presented Alinear para ganar, the Spanish-language version of The Alignment Factor. Leveraging the Power of Total Stakeholder Support, the latest book by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management and Vice-Chairman of the Reputation Institute. This book, which deals with stakeholder management, is the first volume in the new Corporate Excellence Library on corporate reputation.
In the words of the author, “Total stakeholder support, which is the strongest form of alignment, gives a company tremendous leverage that opens markets, wins government permission to do business and minimizes problems”. The message is very simple: if business areas and departments work together, respect and contribute to one another, then the possibilities of success increase exponentially. The book explains how to build up an excellent reputation by aligning stakeholders with corporate strategy.
In recent years Van Riel has studied the cases of Barclays, BBVA, Deloitte, Delta, FedEx, Gas Natural Fenosa, General Electric, Google, Iberdrola, IBM, IKEA, ING, Johnson&Johnson, KLM, La Caixa, McDonalds, Monsanto, Nestlé, Nokia, Novartis, Petrobrás, Philips, PWC, Randstat, Repsol, Santander, Shell, Sony, Southwest Airlines, Telefónica, Toyota and Unilever, among other firms. He asserts that the most successful firms understand that “the most brilliantly designed and calculated strategy is (…) doomed to utter failure if the key stakeholders that the organization depends upon do not support it”.
Luis Abril, Chair of Corporate Excellence - Centre for Reputation Leadership states that “today a sound message can only be transmitted if companies manage to align their internal and external stakeholders with their strategy through corporate reputation management”. He believes that the book presented here “represents a highly valuable, useful asset for CEOs, General Managers and other management committee members seeking to tackle the processes of far-reaching transformation entailed by the new economy of reputation”.