Reputational damage

Examples of reputational damage

Wells Fargo

Wells Fargo was exposed for opening millions of unauthorized bank accounts in 2016. This was done by the firm's retail bankers, who were encouraged or coerced by some supervisors.

The CEO (John Stumpf) and other executives were dismissed. Regulators subjected the bank to fines and penalties, and customers reduced, suspended, or discontinued activities with the bank. The company suffered from heavy reputational damage and financial losses.

Reputational risk was further worsened in 2019 when new legislation was introduced by the House of Representatives. The new legislation uncovered Wells Fargo's practice of offshoring thousands of American jobs and forcing soon to be unemployed workers to train their foreign replacements.

Wells Fargo reputation was further damaged when an Indian Wells Fargo executive was caught urinating on a fellow passenger on an international flight, and again when an employee died at her desk and no one noticed for over 4 days until a foul smell caused employees to complain.

Toyota

Toyota recalled 8 million vehicles worldwide and froze the sales of eight models in the U.S. in January 2010 amongst pressure from the public, industry regulators and the media. By company estimates, Toyota lost approximately US$2 billion due to the recalls and subsequent lost sales. Additionally, Toyota was fined US$16 million for failing to report the issues promptly and endangering lives.

More tangible financial harm became evident in 2014, when Toyota and the U.S. Justice Department agreed on a settlement of US$1.2 billion and a public admission of guilt from Toyota for neglecting the defects. The reputational aftermath of these events was measured by Rasmussen, who found that despite 59% of Americans finding Toyota at least somewhat "favorable", there was a significant portion (29%) who found Toyota "very unfavorable".

Boeing

A Boeing 737 MAX jet crashed in 2018 in Indonesia killing 189 people then in 2019 another jet crashed killing 157 people. Boeing initially blamed lack of training and pilot error. Later it was discovered the aircraft had a secret pitch adjustment system called MCAS that would override pilot input. This was never disclosed to the operators or pilots. It was discovered that Boeing had offshored the software development to low pay overseas Indian software programmers with no experience in flight critical code. Boeing, grilled in congress for safety lapses, eventually fired the CEO for putting "profits ahead of safety". The planes were grounded for over a year while defects were corrected and airworthiness could be re-certified. He was replaced by then Boeing chairman Dave Calhoun. In 2024, a door plug fell off a MAX 737 airplane operated by Alaska Airlines. United Airlines - one of the major customers of Boeing stated they no longer have confidence in Boeing to meet its contractual obligations. Southwest Airlines stated they were turning to Airbus - a Boeing competitor - for new airplanes. The persistent and ongoing quality lapses have tarnished Boeing's reputation.

"The 737 MAX crisis severely damaged Boeing’s reputation and eroded trust among key stakeholders, including airlines, passengers, regulators, and the general public. The accidents and subsequent revelations about the aircraft’s design and certification processes raised questions about Boeing’s commitment to safety and transparency."

Reputational risk management

Main article: Reputation management

Proposed frameworks to manage reputational risk include:

• Systematically tracking evolving stakeholder expectations.
• Identifying stakeholder risk factors as part of a general risk management process.
• Transforming risk management processes to become more proactive rather than reflexive.
• Regularly auditing the catalysts of corporate reputations using the most recent reputation monitoring technologies and services.

References

References

1. (2017). "A Dictionary of Human Resource Management". Oxford Reference.
2. Walter, Ingo. (2011-12-13). "Finance Ethics". John Wiley & Sons, Inc..
3. (2009). "Managing reputational risk – Case studies". Springer Berlin Heidelberg.
4. (2007-02-01). "Reputation and Its Risks". Harvard Business Review.
5. (2002). "Arthur Andersen's Fall From Grace Is a Sad Tale of Greed and Miscues".
6. AASB 138. (2018). "Intangible assets".
7. (2017). "Rethinking reputational risk : How to manage the risks that can ruin your business, your reputation and you.". Kogan Page, Limited.
8. Power, Michael. (18 February 2017). "The risk management of everything". The Journal of Risk Finance.
9. Levine, Matt (9 September 2016). [https://www.bloomberg.com/opinion/articles/2016-09-09/wells-fargo-opened-a-couple-million-fake-accounts "Wells Fargo Opened a Couple Million Fake Accounts"]. Bloomberg. Retrieved 6 May 2017.
10. Kenton, Will. "Why Reputational Risk Matters".
11. "House debate on offshoring practices of Wells Fargo".
12. "Bank Executive Accused of Urinating on a Fellow Airline Passenger".
13. Williams, Ashley R.. (2024-08-31). "Wells Fargo employee found dead at her desk days after she last clocked into work, authorities say".
14. (2010-02-09). "Toyota to recall 436,000 hybrids globally-document". Reuters.
15. (2010-01-29). "Toyota recall update: dealers face full lots, anxious customers". Christian Science Monitor.
16. "Lion Air Flight 610".
17. "Sriwijaya Air Flight 182".
18. "Maneuvering Characteristics Augmentation System".
19. Robison, Peter. (2019-07-02). "Boeing engineers blame cheap Indian software for 737 Max problems".
20. (2019-12-23). "Boeing Fires C.E.O. Dennis Muilenburg". The New York Times.
21. "Boeing 737 MAX groundings".
22. "Dave Calhoun".
23. "Alaska Airlines Flight 1282".
24. Josephs, Leslie. (2024-01-23). "United CEO casts doubt on 737 Max 10 order after Boeing's recent problems".
25. Josephs, Leslie. (2024-01-25). "Southwest Airlines takes Boeing Max 7 out of 2024 plans because of certification delays".
26. Segal, Edward. "Boeing Faces New Challenges To Image, Reputation And Credibility".
27. "The 737 MAX Blows Another Hole in Boeing's Reputation". WSJ.
28. "Boeing Crisis Management Case Study: A Detailed Analysis".
29. Toni, Laura. (November 28, 2014). "Managing reputation risk".
30. Boatright, John R.. (2010-08-09). "Finance Ethics".
31. (2012-03-09). "Essentials of Risk Management in Finance". John Wiley & Sons, Inc..