Schultz, M., Hatch, M., Larsen, M., Fombrun, C., & Rindova, V. (2002). CHAPTER 6: The Road to Transparency: Reputation Management at Royal Dutch/Shell. Expressive Organization, 77-96.

Abstract from author
The article presents an extensive empirical analysis of the transformation of the company Royal Dutch/Shell into a more transparent and expressive organization by the use of a comprehensive reputation management process. The authors introduce a learning model for reputation management and describe the managerial and organizational processes needed to support reputation as strategy. The models of reputation management that Shell derived from its experience show that the management of organizational reputation is inextricably linked to the management of organizational identity. In order to influence how a firm wants to be perceived it has to change who it believes itself to be. Thus, the sustainability of a firm’s reputation as an asset is also better ensured.

Read the full article here.