Creating Corporate Reputations: Identity, Image, and Performance

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Oxford University Press, 2002 - Business & Economics - 299 pages
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Corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to help firms attain and sustain superior financial performance in their industry. This book outlines how high-status companies become corporate super brands, and it presents managers with a framework to enhance their corporation's desired reputation.Contents:Introduction Part I: Corporate Reputations 1 Corporate Reputation Value: Good Really is Better Than Bad 2 Stakeholders: Each Group Holds a Different Image and Reputation 3 How Corporate Images are Formed: Identifying the Pieces of the Jigsaw Puzzle Part II: Factors Which Affect Corporate Images 4 Vision and Mission: The Soul of Corporate Reputation 5 Formal Company Policies: The Guiding Hands 6 Organizational Culture: The Invisible Web 7 Corporate Communication: What to Say 8 Corporate Identity: What You See is Often Less Than What You Get 9 Country, Industry, Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate Image Part III: Managing Corporate Images and Reputations 10 Measuring Images and Reputations: What Do Stakeholders Actually Think? 11 Managing and Changing Corporate Images: It Can be Done 12 The Crisis: Communication Strategies to Protect Desired Images and Reputations 13 Recap: Avoiding the Twelve Most Common Traps

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About the author (2002)

Grahame Dowling is Professor of Marketing at the Australian Graduate School of Management. He is one of Australia's leading researchers and writers on marketing and its importance in today's successful corporations and organizations. He has published over 100 papers in the academic and business press dealing with a wide range of marketing topics. In 1997, Grahame Dowling was named the Distinguished Marketing Researcher in Australia and New Zealand for his work on the adoption and diffusion of innovations. He is currently a member of the editorial boards for the journals Corporate Reputation Review and the Journal of Business-to-Business Marketing.

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