prof.dr. (Cees) CBM van Riel


Cees B.M. van Riel is a professor of corporate communication at Rotterdam School of Management, Erasmus University (RSM).

His most recent research focuses on employee alignment and the factors that determine industry reputation.

His research has been widely published with articles appearing in, among others, the Academy of Management Journal, Long Range Planning, the Journal of Management Studies, the Journal of Marketing, the Management Communication Quarterly, and the Corporate Reputation Review.

He is the author of twelve books, the most well-known of which are The Alignment Factor (2012), Principles of Corporate Communication (1996), Essentials of Corporate Communication (2006) and Fame & Fortune (2004). Each book has been translated into eight different languages.

He is the editor-in-chief of the Corporate Reputation Review and the managing director of the Reputation Institute a research and consultancy firm he founded alongside Charles Fombrun from Stern Business School New York.

Professor van Riel is the founder of the Reputation forum The Netherlands (RfN), a platform comprising company directors of communication from twenty of the largest Dutch organisations including, among which, AkzoNobel, Unilever, Philips, Ahold, ING, Aegon, KPN, FrieslandCampina, KLM and Shell.

He is the founding director of RSM's International Executive Master Programme in Corporate Communication.

Professor van Riel has been active as a consultant in the areas of corporate branding, reputation management and employee alignment for more than two decades, working for companies including Rabobank, ING, Philips, TNT, AkzoNobel, FedEx, Petrobras, Vale, Coca Cola, Master Card, and Baker & McKenzie.

He is also involved in various annual reputation rankings including the Annual Reputation Institute Study published by FORBES conducted in 34 countries across the world's 1800 largest companies. The Dutch component is published in the Financieele Dagblad Netherlands.

Rotterdam School of Management, Erasmus University

Visiting professor | Department of Business-Society Management
Burg. Oudlaan 50, Rotterdam

More information


  • Cees van Riel (17 december 2021) - A Spanish museum, among the ten best rated in the world

  • Ale Smidts, AThH Pruyn & Cees Riel (2000) - Managing organizational identification through employee communication
  • Cees Riel (1997) - Corporate Reputation Review (Journal)

  • Mignon van Halderen

    Organizational Identity Expressiveness and Perception Management
  • Mirdita Elstak

    Flipping the Identity Coin: The Comparative Effect of Perceived, Projected and Desired Organizational Identity on Organizational Identification and Desired Behavior
  • Guido Berens

    Corporate Branding: The Development of Corporate associations and their Influence on Stakeholder Reactions
  • Gjalt de Graaf

    Tractable Morality: Customer Discourses of Bankers, Veterinarians and Charity Workers
  • Reggy Hooghiemstra

    The Construction of Reality
  • Pursey Heugens

    Strategic Issues Management: Implications for Corporate Performance
  • Yijing Wang

    Corporate Reputation Management: Reaching Out to Financial Stakeholders
  • Fred Gertsen

    Riding a Tiger without Being Eaten: How Companies and Analysts Tame Financial Restatements and Influence Corporate Reputation
  • Silviu Horia Tierean

    Mind the Gap: The role of psychic distance and supplier’s reputation in international buyer-supplier relationships
  • Erik Roelofsen

    The Role of Analyst Conference Calls in Capital Markets
  • Viktor Koritarov

    The Integration of Crisis Communication and Regulatory Focus: Deconstructing and Optimizing the Corporate Message
  • Miriam Pocock

    Status Inequalities in Business Exchange Relations in Luxury Markets
  • Hesam Fasaei

    Changing the Narrative: The Behavioral Effects of Social Evaluations on the Decision Making of Organizations

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