REPUTATION and Its Risks.

The article discusses the importance of companies' reputations. Discussion is given to the benefits to firms with positive reputations and the consequences to businesses with poor reputations. Companies seldom address reputational risks unless they have already surfaced and pose a threat to the organization. The article provides a framework for proactively managing reputational risks. It explains the factors that affect the level of such risks and explores how a company can sufficiently quantify and control them.