1. CSR Strategy & Reputation CD – tritamachaerani@gmail.com

2. Reputation is the aggregate evaluation that stakeholders make about how well an organization is meeting stakeholder expectations based on past behaviors (Fombrun & van Riel, 2004; Reinchart, 2003; Wartick, 1992). In general, a reputation is how stakeholders perceive an organization.

3. A strong, favorable reputation has been linked to such tangible assets as attracting customers, motivating employees, retaining employees, generating investment interest, increasing job satisfaction, generating positive comments from financial analysts, generating positive news media coverage, attracting top employee talent, and improving financial performance (Carmeli, 2004; Dowling, 2002; Fombrun & van Riel, 2004).

4. So?  Stakeholders identify with an organization when they see some element of themselves in the organization. In turn, stakeholders are more likely to support a corporation when they identify with that corporation.

5. When stakeholders increasingly value CSR, those values will be reflected in reputation evaluations.  Moreover, we see the overlapping concern for stakeholder expectations with reputation and CSR. The circle of relevant stakeholders for a corporation’s reputation has widened with the inclusion of CSR. Reputation is no longer simply the provenance of investors and customers. Greater numbers of people consider themselves to be organizational stakeholders, and greater numbers of stakeholders are concerned about CSR.

6. Benefit from Good Reputation  priority for business leaders  CSR now matters because an increasing percentage of stakeholders decided social concerns were important enough to influence their relationships with corporations.  Investors began to place their money in socially responsible corporations while consumers began to seek products and services from companies operating in a socially responsible manner.  word of mouth  be welcomed by most employees.

7. That’s why…  CSR is quickly becoming a prominent evaluation criterion for reputations.

8. Case Study:  The Body Shop, promoted the idea of social activism by pro- viding recycling and informing people about ways to participate in other social concerns such as reducing domestic abuse, trading with poor com- munities, protecting the rights of indigenous people, and promoting human rights around the world. Her concerns resonated with many of her cus- tomers and led them to identify with the “beyond-business” mission of The Body Shop.