Corporate Reputations, Branding and People Management 32. This book is essential reading for CEOs, marketing and HR practitioners who are serious about making a valued contribution to the success of their organization. This book outlines the future scope and contribution of human resources to business strategy. It is one of the first serious studies of the corporate landscape and is very well researched and practical. I hope you get as much out of this book as I have. | This page intentionally left blank CHAPTER Co raUrtrat y corporate leadership corporate idlendity and ddR Introduction In this penultimate chapter we focus on the corporate-level drivers of people management reputations and brands in our Introductory . del from Ciap-er 1. These are Aeuh egl toMup end euihtutia aug mili iiiuUtg. Arthough tee have touched on these drivers thtoughaul the took there nru a number of irnportaut igiuts stdl to CegonUdered eince HR strategy does not ong canom bg constoucted in a racmim HR strateges are hdhe porlhdyeU sr heront on hven third-order strategies tdal foligw falter tUes CeUh buiinehi nr pnigoreie strategies though fsinehaheieenin CheptefZ Ug- hesourun-based view tgittategh glhh lhlh nod it-h irngonaure ni inthn-gible assent tnih ins hhofhedge ieputatiiinr trad brunt hoo i changed thatgictuhe e iitde. 296 Corporate Reputations Branding and People Management So first wewill examine in mon d pdn the RBVto show its value to our central thesis that reputations and brands are driven from the inside out. This is espedttllvsoin knowledge-tated and ereativein ouse such sentiments In alaintinn that peopie are orbs mon aaworr-ant assets only thoie Hint aa nn such rhetoric niiI nioee faith in the prao-icns elHR a l good i a ai. manonnoretht to delieer quality rehatatioes and brands. Tgi tctadandUg -ghtu i hro oric and aclionin snalegysome timnsn rjuheron aeiahfaitRon their part. Thiiti we wilt tidaeiion dm iSea g elnatesy no or posseto tocor worM-cismsihiaeo isoftentWmlRkSoni nsei-iorlcedeI i heads that k tdli nporinim ahstpitrR -te Ccturedirection of organizationSiWOichwehopeln wfUaWa laohat developmgnts in straiege-rneoing at arenrive nd eeotdnnge-based indd-ns s whiah son on OnMng rdra cyrnpetencies msi leveraging paruroRhatt -rnd nrewoiRs to produce î . Hagel andSenimBrowin 2Ogair -git ishssucOindnklriw lhat reputation g-tW aWlohi prt-Og- le nmsak mote tdan in trgd-itional ones. th n
