BOOK REVIEW: Reputation plays key role in CEO Capital

New Coke could have ruined Coca-Cola CEO Roberto Goizueta's career. The introduction of a new formula was a marketing disaster, but as Gaines-Ross tells it, his good reputation, based on earlier efforts to win staff, shareholder, and board support, helped Coke navigate the crisis.

New Coke could have ruined Coca-Cola CEO Roberto Goizueta's career. The introduction of a new formula was a marketing disaster, but as Gaines-Ross tells it, his good reputation, based on earlier efforts to win staff, shareholder, and board support, helped Coke navigate the crisis.

Gaines-Ross, chief knowledge and research officer at Burson-Marsteller, says the link between CEO reputation and a company's success is overlooked. Keys to accruing "CEO capital" include establishing an ethics code, credibility, internal communications, a quality management team, and motivated employees. A new CEO won't have much time to do this, according to the Burson research that Gaines-Ross cites: eight months to develop strategic vision, nine months to win employee support. This book offers some good tools for a CEO to devise a plan. But it's clearly designed with the communicator in mind, to give them the means to start an internal discussion. Great examples and detail will help them do that. ----- Title CEO Capital: A guide to building CEO reputation and company success Author Leslie Gaines-Ross Publisher John Wiley & Sons, 266 pages

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