Building Reputational Capital: Strategies for Integrity and Fair Play that Improve the Bottom Line

This is a comprehensive, down-to-earth guide to creating and sustaining your good reputation as a fair and ethical company. Jackson, an ethics consultant and an associate professor at Fordham University, devotes the first half to gauging the effects of credibility and the second to making credibility happen. As he reminds readers, a good reputation is important for attracting principled employees and keeping the company in good standing, but it's also necessary for competitive advantage. The advice is common sense: Among the many tips, he distinguishes between corporate conduct that magnifies reputation (following the spirit of the law) and conduct that merely maintains reputation (following the letter of the law). Overall, it's good to see an important subject handled so skillfully in a readable, non-preachy format.