The costs and benefits of CEO reputation
The costs and benefits of CEO reputation
Ranft A.L., Ferris G.R., Zinko R., Buckley M.R.Organizational Dynamics (USA), 2006, Vol. 35 No. 3, Start page: 279 (12 pages)
Purpose – To look at the impact on companies of their chief executive officers (CEOs) gaining celebrity status. Design/methodology/approach –Draws attention to how many CEOs have gained celebrity status; examines how companies can exploit this; suggests that CEO reputation is an intangible asset that should be actively managed and promoted by an organization for competitive advantage. Refers to the relevant literature on CEO reputation; adopts a marketing perspective to apply the concept of branding to CEO reputation and explores the role of the mass media, and the internet, in promoting executive reputation; provides examples; identifies some of the benefits and costs of acquiring celebrity status. Research limitations/implications – None stated.Originality/value – Outlines some of the benefits and risks associated with having a celebrity CEO.Reference 35AU278
Keywords: Celebrities, Chief executives, Leadership, Management styles, Marketing strategy
