International Business

Write an analytical report of 3000 words (+/- 10% allowance). Please note the following:

1. The submission must be in report format.
2. It should contain a title page with the name of your seminar tutor on it.
3. It should have a one page Executive Summary highlighting the main issues and conclusions. The ES is not included in the word count.
4. It is important to have annotated contents with main headings and sub-headings.
5. Please use size 12 font and 1.5 spacing. This is the international standard for report writing.
6. You are encouraged to include some charts, tables and visual diagrams but these should always be supported by some analytical narrative.
7. Please allow around 15% of your word count to write effective conclusions.
8. The report should strictly follow a Harvard style referencing system with a supporting references (Citations) list.
9. Supporting appendices are encouraged but should not contain anything that is not summarised and discussed in the main report.
10. We will be actively using a set of criteria to detect any outsourced work (contracted to outside people) and plagiarism. The module team reserve the right to call any student in for a viva interview about their assignment submission.

“What do BP, Google, Amazon, Starbucks, Unilever, Volkswagen and Mossack Fonseca have in common? Well, you might say they all have had damage to their reputations over the past 12 months, despite their best efforts and millions invested in ‘managing’ their brand perceptions across cultural and geographic lines.”

Source: https://exchange.cim.co.uk/blog/five-rules-for-global-reputation-management/  (Published 23^rd May 2016 & accessed 1^st March 2017)

Considering the above statement, discuss the concept of ‘international reputation management’ and why it has become so important for large companies operating worldwide.