The Future of the Corporate Brand

The corporate titans of earlier centuries would hardly recognise the modern day business world.
This report looks at how corporations are now beholden to multiple stakeholders, including the general public. CEOs must serve the will of a committee and are subject to criticisms of people both within and outside their corporate walls.
The new pressures corporations must face are due in a large part to a growing awareness of the impact – good or bad – companies have on local, national and international affairs. In this new environment there are much higher expectations on corporate behaviour.