NEWS
Professor Lars G. Hassel contributes with a chapter in a textbook on CEO Branding – Theory and Practice forthcoming on Routledge 2015.
The book introduces the concept of the CEO as a brand, and outlines the “4Ps” of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes ‘lessons learned’ and many examples that illustrate how companies can measure and manage the CEO brand.
Hassel is co-authoring a chapter with professors Kallunki from Oulu Business School and Henrik Nilsson from Stockholm School of Economics. Based on Swedish data they report on how personality of the CEO and board members impact on the environmental risk that Swedish listed companies take.
