Reputation Management

Herausgegeben:Helm, Sabrina; Liehr-Gobbers, Kerstin; Storck, Christopher

• Broschiertes Buch

Produktbeschreibung

Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation comprehensive approaches to measure and steer a company' s reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, perceptions and corporate reality in order to foster behavior that helps a company achieve its business goals. It needs to be based on thorough research and requires orchestrated execution through management processes across organizational units, communication disciplines, and countries. This calls for a management system to establish a closed cycle of strategic planning, implementation, performance measurement, and reporting. The book gives answers to the following questions: What is reputation and which conceptualizations do exist? What are the state-of-the-art methods and tools to measure corporate reputation? What are best practice examples and future trends in the field of corporate reputation management?

Produktdetails

• Management for Professionals
• Verlag: Springer / Springer Berlin Heidelberg / Springer, Berlin
• Artikelnr. des Verlages: 978-3-642-27074-1
• 2011
• Seitenzahl: 308
• Erscheinungstermin: 11. November 2013
• Englisch
• Abmessung: 235mm x 155mm x 17mm
• Gewicht: 472g
• ISBN-13: 9783642270741
• ISBN-10: 3642270743
• Artikelnr.: 39398300

Autorenporträt

Dr. Sabrina Helm arbeitet als wissenschaftliche Mitarbeiterin bei Prof. Dr. Bernd Günter am Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing, an der Universität Düsseldorf, wo sie auch promovierte.

Inhaltsangabe

Introduction.- Approaching Corporate Reputation.- Measures and Impacts.- Reputation Management in Practice.- Future Trends of Reputation Management.