Write a theory-based paper about a how to improve the
reputation of a company with a poor reputation
– Should include a focus on employees,

customers and
investors/owners, as well as any other important stakeholder
groups

• The company you write about should be one of the following:
Norwegian Air

Paper contents should include…
• A brief review of reputation, image and identity concluding
with your judgment of what each is

• A discussion of the company’s reputation in relation to
theory
– Why is its reputation poor?

• Recommend a desired image among the stakeholder groups
– include employees, customers and investors/owners, as well
as any other important stakeholder groups

• Your plan on how to get them there

– That is, what can the company do to change it’s reputation to
match your desired image for the company

• Include a theory/framework about crisis management and
discuss if the company did a good job or what they should
do now
– We expect that proper handling of a crisis will improve or
maintain reputation and that poor handling of a crisis will
weaken a reputation