Reputation: Realizing Value from the Corporate Image

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Harvard Business School Press, 1996 - Business & Economics - 441 pages
5 Reviews
"Examines how companies in a variety of industries, such as international fashion, investment banking, packaged goods, and even U.S. business schools, compete for prestige and achieve celebrity. [Discusses] the identity consulting business and provides in-depth case studies of reputation management at J.P. Morgan, Church & Dwight (the makers of Arm & Hammer products), and Salomon Brothers, revealing lessons for any company on nurturing, exploiting, and protecting reputational capital. ...Outlines an integrated approach to reputation management that begins with ... a thorough inquiry into - and a potential redefinition of - both the firm's corporate culture and its competitive strategy. Reputation management must be coordinated with the traditional corporate functions of marketing, finance, human resources, communications, and operations, and it must inform relations with all the company's stakeholders: customers, employees, investors, regional and federal governments, and the public at large."--Book jacket.

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User Review  - markdeo - LibraryThing

A very good public relations book. Very insightful information on PR Counselors. Good chapter on Harvard reputation building. I enjoyed this book very much. Read full review

User Review - Flag as inappropriate told me to read this book. Really strong, and a must for anyone responsible for corporate reputation.

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About the author (1996)

Charles Fombrun is research professor of management at the Stern School of Business, New York University.

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