Very often, the headquarters of the largest international companies are geographically far from their units, and their perception of problems differs.

On the one hand, the company's CEO and board of directors require each unit to fulfill the set KPIs. On the other hand, they are responsible for reputational risks, which lead to financial losses, among other things.

The CEO and the board of directors will not manage to maintain neutrality or ignore the situation; they need to choose one of the strategies for further communication both within the company and with external stakeholders.