James Rubin, Barie Carmichael

Reset

Business and Society in the New Social Landscape

• Gebundenes Buch

Produktbeschreibung

As consumers, our access to - and appetite for - information about what and how we buy continues to grow. Powered by social media, increasingly we look at the companies behind the products and are disappointed when their actions do not meet our expectations. With engaged citizens acting as 24/7 auditors of corporate behavior, one formerly trusted company after another has had their business disrupted with astonishing velocity in the wake of what, in the past, might have been written off as a bad media cycle. Gone are the days when a company could hide behind "socially responsible" branding or when marketing controlled the corporate narrative. That control has shifted to engaged stakeholders in the new social landscape, requiring a more radical change to company practices.

Produktdetails

• Verlag: Columbia University Press
• Seitenzahl: 272
• Erscheinungstermin: 9. Januar 2018
• Englisch
• Abmessung: 223mm x 144mm x 27mm
• Gewicht: 439g
• ISBN-13: 9780231178242
• ISBN-10: 0231178247
• Artikelnr.: 48097158

Autorenporträt

James Rubin and Barie Carmichael

Inhaltsangabe

Foreword
Editor's Note
Introduction
1. The Business Trust¿Expectations Gap
2. Closing the Gap in the New Social Landscape
3. Inherent Negatives: Managing Risk and Reputation
4. Corporate Character
5. The New Corporate Branding
6. Reputation Lost and Found
7. Resetting the Sweet Spot
Notes
Index

Rezensionen

Reset hits the nail on the head with the increasingly self-evident idea that corporations must embrace the inherent risks in their business model when it is out of sync with prevailing public sentiment voiced by key stakeholders. The prescription is for corporate communication practitioners to close the gap, that is, to thoroughly know and clearly tell the story of what it does. Tim P. McMahon, Creighton University Heider College of Business