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Could a single tweet destroy your company?

Executives have found it necessary to be externally engaged in today’s economic and political climate. But how do you measure the risks or participating, or not participating?

This is changing. Recent developments in big data and advanced analytics make it possible to assess and justify external engagement resource investments on the same basis as you would physical capital, brand capital, or technology resource investments.

Robin Nuttal, a partner at McKinsey, and Dhruv Malhotra, an associate partner, along with Witold Henisz of MIT, recently posted a blog on how to quantify the upside and downside value of certain external engagement risks.

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