More than a legal issue? Compliance communication as a tool for reputation management


Abstract


Purposes of the paper: The challenge for managers is to create a corporate culture that fosters compliance awareness. This paper aims firstly to uncover the relevance of compliance communication within corporations and, secondly, to use external reputation management both for value enhancement and for establishing higher ethical standards.

Methodology: On the basis of an analysis of recent works on corporate governance, compliance and corporate-value management, a research design is proposed that consists of an online survey among the most important compliance officers in Germany and 10 to 15 personal interviews with compliance officers intended to deepen and extend the survey insights. Do organizations have a more risk-preventing and regulatory approach or a more trust-based approach? Do organizations actively embrace the chance to use compliance programs in corporate communications and reputation management? The results showed us that compliance is more than a legal issue.

Findings: It is an important tool for reputation management and brand building as reflected by most of the respondents of to survey.

Key words: compliance communication; reputation management; brand building.


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