Although there is no evidence, CEO high-profile social can bring the company amazing performance; Also, but there is no evidence, low-key CEO will have negative influence on the performance of the company. But as if with the enterprise binding is though, many CEO really become the enterprise's image spokesperson, "such as Welch to GE, Bill Gates to Microsoft, liu to lenovo, even though his in the country.
"Now for most enterprise that, top managers of personal fame and the reputation of the company inseparable." LeslieGaines-Ross said, and many times executives personality behaviour reflected the enterprise image. Enterprise's reputation is good, the public will also depending on the good reputation executives; When a crisis scandal occurs, executives can escape blame.
In tsinghua university college of management associate professor yongheng shi opinion, in fact everyone in the company's brand of the company is closely related with the brand. The overall brand image, and is one of the individual employees by a combination of image. "In some cases, the image of the individual employee also can directly affect, or even the whole enterprise decision brand image," yongheng shi said. "so, whether or KuMaEr gupta, the behavior of McKinsey would surely the enterprise brand damage."
However, yongheng shi also thinks, different professions and different positions of the employees, the company whole brand image the proportion of influence is not the same. Such as processing manufacturing industry, the enterprise mainly depends on capital operation, sales of physical goods. Relative to character, from the ordinary employees or enterprise CEO, their personal fame and the reputation of the enterprise correlation are relatively small, enterprise reputation more is related to the quality of the product.
And similar such management consulting firm McKinsey, or lawyers, accountants firm, and to engage in securities investment consulting and other major to provide service primarily industry, the enterprise mainly rely on high-end and alternative bad of the human capital, especially to provide the knowledge service of products for the third party agencies, individual reputation tends to a company's reputation.
"Of course, from the position than the ordinary employees, for the CEO's personal character and the enterprise brand image correlation sure higher," yongheng shi said, "CEO like high-profile to participate in social activities, or like this are the tone, understandable; but from the point of view of the enterprise management, the company should be developed to a certain mechanism, the enterprise brand and personal brand apart, make the development of the enterprise not due to personal reason and hurt, such as the sales manager to jump ship. Take the customer"
And for former top or the staff members of the former bad behavior influence on the enterprise how to avoid it? LeslieGaines-Ross says, it is difficult to avoid completely. "A few years ago, and may be hidden some negative information, don't let them were leaked. At that time the information diffusion channels than we are now much less. Now, the current or former top company any small mistakes will be the main cause of the company, attention, moral behavior also can were questioned."
LeslieGaines-Ross think, although there are still executives think their individual behavior on a company's reputation didn't have any effect, but the reality of the situation is, nowadays interaction and communication of unprecedented era of transparency, people through the simple search the Internet can understand to company executives say and do-including their personal life and career life, and will to who should be responsible for the crisis to make their own judgments.
In addition, the Internet has also made a current or former senior employees and the controversy become permanent, because the web search can make dispute significant appear. Now there are no "digital rubber" things like this. For the best reputation damage repair means has two levels: each day to establish and strengthen the company reputation (not just in you need); Second, ready monitoring online and offline any possible problem or issue, and may make the events of scenario planning, for the event happens to be ready.
"Now for most enterprise that, top managers of personal fame and the reputation of the company inseparable." LeslieGaines-Ross said, and many times executives personality behaviour reflected the enterprise image. Enterprise's reputation is good, the public will also depending on the good reputation executives; When a crisis scandal occurs, executives can escape blame.
In tsinghua university college of management associate professor yongheng shi opinion, in fact everyone in the company's brand of the company is closely related with the brand. The overall brand image, and is one of the individual employees by a combination of image. "In some cases, the image of the individual employee also can directly affect, or even the whole enterprise decision brand image," yongheng shi said. "so, whether or KuMaEr gupta, the behavior of McKinsey would surely the enterprise brand damage."
However, yongheng shi also thinks, different professions and different positions of the employees, the company whole brand image the proportion of influence is not the same. Such as processing manufacturing industry, the enterprise mainly depends on capital operation, sales of physical goods. Relative to character, from the ordinary employees or enterprise CEO, their personal fame and the reputation of the enterprise correlation are relatively small, enterprise reputation more is related to the quality of the product.
And similar such management consulting firm McKinsey, or lawyers, accountants firm, and to engage in securities investment consulting and other major to provide service primarily industry, the enterprise mainly rely on high-end and alternative bad of the human capital, especially to provide the knowledge service of products for the third party agencies, individual reputation tends to a company's reputation.
"Of course, from the position than the ordinary employees, for the CEO's personal character and the enterprise brand image correlation sure higher," yongheng shi said, "CEO like high-profile to participate in social activities, or like this are the tone, understandable; but from the point of view of the enterprise management, the company should be developed to a certain mechanism, the enterprise brand and personal brand apart, make the development of the enterprise not due to personal reason and hurt, such as the sales manager to jump ship. Take the customer"
And for former top or the staff members of the former bad behavior influence on the enterprise how to avoid it? LeslieGaines-Ross says, it is difficult to avoid completely. "A few years ago, and may be hidden some negative information, don't let them were leaked. At that time the information diffusion channels than we are now much less. Now, the current or former top company any small mistakes will be the main cause of the company, attention, moral behavior also can were questioned."
LeslieGaines-Ross think, although there are still executives think their individual behavior on a company's reputation didn't have any effect, but the reality of the situation is, nowadays interaction and communication of unprecedented era of transparency, people through the simple search the Internet can understand to company executives say and do-including their personal life and career life, and will to who should be responsible for the crisis to make their own judgments.
In addition, the Internet has also made a current or former senior employees and the controversy become permanent, because the web search can make dispute significant appear. Now there are no "digital rubber" things like this. For the best reputation damage repair means has two levels: each day to establish and strengthen the company reputation (not just in you need); Second, ready monitoring online and offline any possible problem or issue, and may make the events of scenario planning, for the event happens to be ready.
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