Managing Organisational Reputation - Group Project Assignment

Key Details and Requirements Submission deadline:

Assessment details: A group project assignment for an international organisation 75% - (3,000 words +/- 10%)

Referencing: Students are expected to use Harvard Referencing throughout their assignments where required. Please follow the Harvard Referencing Handbook for all your assignments at the ULBS.

Submission Method: Turnitin - Your work needs to be put through Turnitin. All submissions will be electronically checked for plagiarism.

You have the option to upload your work ahead of the deadline, ULBS will be reviewing your last submission only.

Turnitin cannot be used for late submissions. In such case, you should send your work to Turnitin-submissions@law.ac.uk

If you experience issues when uploading your work, please email it by the deadline to Turnitin-submissions@law.ac.uk

Please note that you can deviate +- 10% from the word limit stated on each assignment.

ASSESSMENT DETAILS

Imagine that M&M would like to sell its products in the German market under its own brand. Although M&M enjoys a favourable reputation in India, it is a relatively unknown prospect outside of India. Moreover, due its Indian origin, M&M is somewhat disadvantaged by a less than positive Country of Origin (COO) effect, whereas auto manufacturers and hi-tech companies from Western countries benefit from corporate reputations which have been built up over many years. Warren Buffet (2008) contends that: “it takes twenty years to build a reputation and five minutes to ruin it, if you think about that, you’ll do things differently” You are a PR consultant, and you have been asked by M&M to - critically evaluate M&Ms potential to build up its corporate reputation in Germany to a level that is commensurate with the corporate reputation it enjoys in India (30%); - Identify threats that could quickly ruin the company’s reputation in the global environment (35%); - provide recommendations for M&M which are designed to help the organisation build its corporate reputation, and to prepare the organisation for threats to its reputation, with detailed discussion of the underlying rationale for your recommendations based on your academic reading (35%).