• Alva Group. (2017)CEO Reputation vs. Corporate Reputation. Retrieved from:http://www.alva-group.com/en/case-study/what-is-the-relationship-between-ceo-profile-and-corporate-reputation/

Consider and discuss the following:

• How important is the reputation of a business?
• Is it better to have the reputation of being powerful or of being fair/flexible?For example, do you want to be insured by a company that always wins, or by an insurance company that is willing to allow the benefit of any doubt?
• How important isCEO's reputation to the reputation of the business itself?
• Goodwill is the technical word for the asset of a company being worth more than thesum of its parts.How would you measure the Goodwill of a company in dollar figures?