FMCG companies are not building a sufficient storehouse of knowledge and goodwill among influential groups that can help them weather the storm of a reputation crisis. The conclusion comes from a new study on the FMCG industry published by Millward Brown.
The study highlights the need for companies to get under the skin of all their main influencers and stakeholder groups across the spectrum of shareholder activists, media commentators, NGOs and ethical consumers.
Millward Brown’s study was conducted to demonstrate Reputation Asset Manager and Profiler (ReputationAMP), its newest thinking on measuring and understanding corporate stakeholder and influencer attitudes and behaviour.
ReputationAMP methodology draws on the combined expertise of Millward Brown’s corporate research practice and their collaborative partnerships with clients and leading academics.
The methodology is adaptable to any industry or organisation. The results can help a business plan how best to build, sustain or defend a reputation, or recover credibility following a damaging experience.
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