Creating Corporate Reputations
Identity, Image and Performance
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Product details:
- Publisher OUP Oxford
- Date of Publication 7 December 2000
- ISBN 9780199241637
- Binding Hardback
- No. of pages320 pages
- Size 242x163x25 mm
- Weight 609 g
- Language English
- Illustrations 2 halftones, numerous line figures and tables 0
Categories
Short description:
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.
MoreLong description:
Recent research in business strategy suggests that 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 present managers with a framework to proactively enhance their corporation's desired reputation.
While many books concentrate on advertising or corporate identity as the primary tools for reputation enhancement, this book provides a more expansive and realistic picture of what it takes to build a corporate super brand. One of its key contributions is that it emphasizes the roles of customer value and organizational culture in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change.
Drawing on more than fifteen years of academic research, executive seminars, and consulting experience, Grahame Dowling suggests ways to improve the corporate reputations that different groups of stakeholders hold of your company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation.
Clear writing style and concise arguments ... thought-provoking and extremely readable ... Whether you are a manager, an academic, or just an interested general reader, Creating Corporate Reputations will offer many new insights into the important role that corporate reputation plays in the success of business
Table of Contents:
Introduction
Part I: Corporate Reputations
Chapter 1: Corporate Reputation Value: Good Really is Better than Bad
Chapter 2: Stakeholders: Each Group holds a Different Reputation
Chapter 3: How Corporate Images are Formed: Identifying the Pieces of the Jigsaw Puzzle
Part II: Factors Which Affect Corporate Images
Chapter 4: Vision: The Soul of Corporate Reputation
Chapter 5: Formal Company Policies: The Guiding Hands
Chapter 6: Organizational Culture: The Invisible Web
Chapter 7: Corporate Communication: What to Say
Chapter 8: Corporate Identity: What You See is Often Less than What You Get
Chapter 9: Country, Industry, and Brand Images: Where to Get Marketing Leverage
Part III: Managing Your Corporate Images and Reputations
Chapter 10: Measuring Images and Reputations: What Do Stakeholders Actually Think?
Chapter 11: Managing and Changing Corporate Images: It Can be Done
Chapter 12: The Crisis: Communication Strategies to Protect your Desired Image
Chapter 13: Recap: Avoiding the Most Common Traps
