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responsibility, success and reputation

say that an officer complained to the dean of Harvard for the price of the training courses at the university, to which he replied: "If the education is expensive, try ignorance." Something similar is happening today with matters related to CSR. Almost always find someone to ask us for the cost of CSR. Instead, we still expect the day when someone would ask about the costs (economic, financial, labor, social, environmental ...) of corporate irresponsibility. After the shows to which we have assisted some companies in the world, it is clear that the irresponsibility can have huge costs.

The CEO of Lehman Brothers, was considered in 2003 management year, today he and his company are where they are. What we have to remember, analyze and review are mental parameters and criteria that allowed much of the public and, make no mistake, many experts describe as business success for companies and executives around the world today derided.

are an impertinent question we inevitably ask: why what we now call irresponsible four or five years ago we called business success?

Since malpractice can sink the reputation (and price) of a company, today many of them are concerned specialty was the "reputational risk management." But what really urgent now is to move from reputation management to public debate on how we understand business success.

Managing reputation is an inescapable necessity for any company. And many of those involved in the management of the reputation they do seriously, and worry about something more than engage in corporate cosmetic surgery. But our reputation is inseparable from our identity. Hence the link between identity and reputation, and between the exercise of responsibility and our conception of success. It is in this kind of linkage where everyone - business and society, we construct the notion of trust.
need a public debate about what we mean by business success. Because we must be able to deliberate publicly about which companies and what business model and management deserve social recognition, and why.

Or, if you want that reputation language: the public debate that we urgently need is not management's reputation, but the confrontation of reputations.

* Josep Lozano