Informationen zum Autor 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. Klappentext This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron. Zusammenfassung 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. Inhaltsverzeichnis 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 ...

Autorentext

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.

Klappentext

This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron.

Zusammenfassung
This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking regarding managing reputation as a strategic tool for organizations in the twenty-first century.

Inhalt

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