Corporate Reputation and Competitiveness

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Psychology Press, 2003 - Business & Economics - 272 pages
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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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Contents

A brief history of strategic thought
3
The traditional approach to Reputation Management
24
The reputation paradigm
58
The company as a brand
77
Defending a reputation
99
Managing reputation by managing corporate personality
135
Measuring reputation The Corporate Personality Scale
137
The management of image and identity
159
8 Managing the Reputation Chain
176
Reputation and business performance
201
Challenges in Reputation Management
218
Managing the personality of the organization
235
References
259
Index
269
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About the author (2003)

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.

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