• How important is the reputation of a business?
• How important isCEO's reputation to the reputation of the business itself?
• Is it better to have the reputation of being powerful or of being fair?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?
• 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?

with references?