Rosa Chun, Rui Da Silva, Gary Davies, Stuart Roper

Corporate Reputation and Competitiveness (eBook, PDF)

• Format: PDF

Produktbeschreibung

This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking on organizational improvement. It covers media management, crisis management, the use of logos and other aspects of corporate identity, and argues the case for reputation management as a way of overseeing long-term organizational strategy.

It presents a new approach to managing reputation, one that relies on surveying customers and employees on their view of the corporate character and in harmonizing the values of both. This approach has been trialled in a number of organizations and here the authors demonstrate how improving reputation, merely by learning more about what a company is already doing, is worth some five per cent sales growth.

The book is a vital, up to date resource for specialists in corporate communication, public relations, marketing, HRM, and business strategy as well as for all senior management. Highly illustrated with over eighty diagrams and tables, it includes up to the minute illustrative case studies and interviews with leading authorities in the field.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 288
• Erscheinungstermin: 29. September 2005
• Englisch
• ISBN-13: 9781136863288
• Artikelnr.: 42122382

Autorenporträt

itute. Rosa Chun is Fellow in Reputation Management at Manchester Business School. Rui Vinhas da Silva is Lecturer in Marketing at Manchester Business School. Stuart Roper is Senior Lecturer in Marketing at Manchester Metropolitan University.

Inhaltsangabe

Part 1: Reputation as a Strategic Approach 1. A Brief History of Strategic
Thinking 2. The Traditional Way of Managing Reputation 3. The Reputation
Paradigm 4. The Company as a Brand 5. Defending a Reputation Part 2:
Managing Reputation by Managing Corporate Personality 6. Measuring
Reputation: The Corporate Personality Scale 7. The Management of Image of
Identity 8. Harmonizing Image and Identity 9. Reputation and Business
Performance 10. Challenges in Reputation Management