e University of San Francisco USF Scholarship: a digital repository @ Gleeson Library | Geschke Center Marketing (Formerly Marketing and Law) School of Management 7-13-2006 Strategy and Risk: New Relationships among Governance, Brand and Leadership Nicholas Imparato University of San Francisco, [email protected]Follow this and additional works at: hp://repository.usfca.edu/ml Part of the Business Law, Public Responsibility, and Ethics Commons is Conference Proceeding is brought to you for free and open access by the School of Management at USF Scholarship: a digital repository @ Gleeson Library | Geschke Center. It has been accepted for inclusion in Marketing (Formerly Marketing and Law) by an authorized administrator of USF Scholarship: a digital repository @ Gleeson Library | Geschke Center. For more information, please contact [email protected]. Recommended Citation Imparato, Nicholas, "Strategy and Risk: New Relationships among Governance, Brand and Leadership" (2006). Marketing (Formerly Marketing and Law). Paper 5. hp://repository.usfca.edu/ml/5
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The University of San FranciscoUSF Scholarship: a digital repository @ Gleeson Library |Geschke Center
Marketing (Formerly Marketing and Law) School of Management
7-13-2006
Strategy and Risk: New Relationships amongGovernance, Brand and LeadershipNicholas ImparatoUniversity of San Francisco, [email protected]
Follow this and additional works at: http://repository.usfca.edu/ml
Part of the Business Law, Public Responsibility, and Ethics Commons
This Conference Proceeding is brought to you for free and open access by the School of Management at USF Scholarship: a digital repository @Gleeson Library | Geschke Center. It has been accepted for inclusion in Marketing (Formerly Marketing and Law) by an authorized administrator ofUSF Scholarship: a digital repository @ Gleeson Library | Geschke Center. For more information, please contact [email protected].
Recommended CitationImparato, Nicholas, "Strategy and Risk: New Relationships among Governance, Brand and Leadership" (2006). Marketing (FormerlyMarketing and Law). Paper 5.http://repository.usfca.edu/ml/5
A competitive product or a A competitive product or a competitive strategy is not the competitive strategy is not the same thing as a competitive same thing as a competitive
Australian Privacy Foundation Australian Privacy Foundation Grayson Barber, Privacy AdvocateGrayson Barber, Privacy AdvocateBits of Freedom (Netherlands)Bits of Freedom (Netherlands)British Columbia Civil Liberties British Columbia Civil Liberties Association (Canada)Association (Canada)CalegislationCalegislationCASPIAN (Consumers Against CASPIAN (Consumers Against Supermarket Privacy Invasion) Supermarket Privacy Invasion) Consumer ActionConsumer ActionConsumer Federation of AmericaConsumer Federation of AmericaConsumer Federation of CaliforniaConsumer Federation of CaliforniaConsumer Task Force for Automotive Consumer Task Force for Automotive IssuesIssuesElectronic Privacy Information CenterElectronic Privacy Information CenterFederaciFederacióónn de de ConsumidoresConsumidores en en AcciAccióónn(FACUA) (Spain)(FACUA) (Spain)Foundation for Information Policy Foundation for Information Policy Research (United Kingdom)Research (United Kingdom)Mari Frank, Esq., Author of Identity Mari Frank, Esq., Author of Identity Theft Survival KitTheft Survival Kit
SimsonSimson L. L. GarfinkelGarfinkel, Author of , Author of Database NationDatabase NationEdward Hasbrouck, Author and Edward Hasbrouck, Author and Consumer AdvocateConsumer AdvocateMassachusetts Consumer Assistance Massachusetts Consumer Assistance CouncilCouncilMassachusetts Consumers' CoalitionMassachusetts Consumers' CoalitionNational Association of Consumer National Association of Consumer Agency Administrators (NACAA)Agency Administrators (NACAA)National Consumers League National Consumers League PrivacyActivismPrivacyActivismPrivacy International (United Privacy International (United Kingdom)Kingdom)Privacy Rights Now CoalitionPrivacy Rights Now CoalitionPrivacy TimesPrivacy TimesPrivate Citizen, Inc.Private Citizen, Inc.PrivaterraPrivaterra (Canada) (Canada) Public Information Research, Inc.Public Information Research, Inc.Utility Consumers' Action NetworkUtility Consumers' Action Network
Adapted from “NGO’s and the Non-Market,” Monette Kaylani and Greg Pedersen, MBA Program, USF, 2005.
Ponemon Institute Survey of 51,000 victims, sponsored by White & Case LLS 2005
Cost of Security BreachesCost of Security Breaches
Nearly 20% of victims terminated their Nearly 20% of victims terminated their relationships with the company relationships with the company immediatelyimmediately
40% were considering terminating40% were considering terminating
5% hired lawyers to seek legal recourse5% hired lawyers to seek legal recourse
Adapted from “Brand and the Non-market,” Rachel Kolenda, Steve Lindheim and George DeVries, MBA Program, USF, 2005.
Highlights of Program and Highlights of Program and Current Study MethodologyCurrent Study Methodology
•• Phase 1: InPhase 1: In--depth interviews with prominent CEOs, thought depth interviews with prominent CEOs, thought leaders (principal investigator)leaders (principal investigator)
•• Phase 2: 300 interviews by experienced brand valuation Phase 2: 300 interviews by experienced brand valuation firm (firm (CoreBrandCoreBrand))
•• Corporate Branding IndexCorporate Branding Index®®, Unique database of 1200 , Unique database of 1200 companies across 47 industries, 12,000 interviews per yearcompanies across 47 industries, 12,000 interviews per year
•• Proprietary algorithm measuring brand equity, Proprietary algorithm measuring brand equity, incorporating economic and financial performance data as incorporating economic and financial performance data as well as image surveyswell as image surveys
Highlights of Program and Highlights of Program and Current Study Methodology (cont.)Current Study Methodology (cont.)Brand strength reflects perceptions of reputation, Brand strength reflects perceptions of reputation, management and investment potential management and investment potential (Corporate Branding Index(Corporate Branding Index®®))
Subject of interest: relationships among true Subject of interest: relationships among true believers/strong endorsersbelievers/strong endorsers
Phases 3Phases 3--4: Further interviews and survey 4: Further interviews and survey samples with new protocols, data analysessamples with new protocols, data analyses
Relationship Between Brand Relationship Between Brand Strength and Customer PrivacyStrength and Customer Privacy
True Believers/Strong Endorser relationships True Believers/Strong Endorser relationships between protection of customer information and between protection of customer information and each of the image components of brand strength each of the image components of brand strength (aggregate sample):(aggregate sample):
Overall reputationOverall reputation .72.72Quality of managementQuality of management .80.80Investment potentialInvestment potential .71.71
Perception that the firm does a good job in Perception that the firm does a good job in balancing the needs of various stakeholders balancing the needs of various stakeholders correlates with each image component of brand correlates with each image component of brand strength:strength:
Overall reputationOverall reputation .50.50Quality of managementQuality of management .50.50Investment potentialInvestment potential .63.63
Governance and Leadership: Governance and Leadership: Data Governance IllustrationData Governance IllustrationAdopt new security technologies, quickerAdopt new security technologies, quicker
Defend assumption of corporate liabilityDefend assumption of corporate liability
Advocate tax policy for security investmentAdvocate tax policy for security investment
Advance international cooperationAdvance international cooperation
(and always, walk the talk, as in security policy (and always, walk the talk, as in security policy versus social engineering)versus social engineering)