Anneke Neuhaus

Anneke Neuhaus

Before taking on her current role as Head of Thought Leadership for Siemens in 2017, Dr. Anneke Neuhaus was a professor at Frankfurt University of Applied Sciences and held leading positions in communications and marketing at Deutsche Bank and WestLB AG (later Portion AG).

Beating a bad rap

From issue management to CEO positioning, industry disruptions to market competition, multiple factors play a role in creating, sustaining and rebuilding a global corporate reputation.

Anneke Neuhaus , Andreas Bartels

Posted: 17 September 2018

How do the experts define corporate reputation? And how is a company’s standing affected by disruptions in its industry, or by a crisis in a competitor?

In highly commoditised industries like manufacturing and airlines, reputation...