MILAN (ITALPRESS) – The way corporate reputations are formed has undergone profound changes in the past 10 years, mainly due to rapid technological evolution, increasing global interconnectedness and changing societal expectations of businesses. The rise of digital technologies, globalization, and increased stakeholder awareness have made reputation management more complex and critical, providing unprecedented access to information and an ability to share one’s experiences and opinions widely and quickly. Greater transparency, however, which also implies more vigilance and responsiveness in managing one’s reputation.This is what emerges from the research “Corporate reputation: emerging trends and strategic implications,” carried out by Icch and Iulm University, presented at the Swiss Center headquarters in Milan. “We believe that reflecting on the management of one’s corporate and brand reputation, in an increasingly interconnected, socially and sustainability-conscious and rapidly changing context such as today’s, in which the advent of AI creates new opportunities but also poses challenges and questions, is fundamental for our network and we are happy to host this debate,” stressed Pierangelo Fabiano, secretary general of Icch. “In the last 10 years, about 1,000 scientific researches a year have been published on the social processes underlying the evaluation of companies and their reputation. Organizational stigma, status and prestige, legitimacy and social impact intertwine to form a complex and dynamic reputational fabric,” said Professor Stefania Romenti, presenting the analyses prepared by Iulm University’s Center for Strategic Communication Research.This was followed by two panel discussions with the presence of leading communication managers. The protagonists of the first, on the theme of the reputation crisis and how to protect the brand, Cristina Camilli, director of Institutional Relations, Communication and Sustainability at Coca-Cola Italy and Albania, Erika Mandraffino, director of External Communications at Eni, Stefano Tassone, Head of Group Communications at Mediobanca, and Fabio Ventoruzzo, Corporate Communications & Sustainability Director at Sisal. The second instead, on the current topic of how to develop a good reputation through new digital platforms, was attended by Alessandra Bianco, Corporate Communication Director of Lavazza Group & Lavazza Eventi Sole Director, Enrico Bocedi, Global Public Affairs, Communications & Sustainability Senior Director of Campari Group, Luca Di Persio, Managing Director Marketing, Innovation and Business Services of ICE – Italian Trade & Investment Agency, and Alicia Lubrani, Chief Marketing Officer of Axpo Italia and CEO of Pulsee Luce e Gas. (ITALPRESS).-Photo: xm4/Italpress-
