Creating Corporate Reputations
Identity, Image, and Performance
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A termék adatai:
- Kiadás sorszáma New ed
- Kiadó OUP Oxford
- Megjelenés dátuma 2002. június 13.
- ISBN 9780199252206
- Kötéstípus Puhakötés
- Terjedelem320 oldal
- Méret 234x156x18 mm
- Súly 475 g
- Nyelv angol
- Illusztrációk Nmerous tables and figures 0
Kategóriák
Rövid leírás:
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.
TöbbHosszú leírás:
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 presents managers with a framework to proactively enhance their corporations' 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
Tartalomjegyzék:
Introduction
Part I: Corporate Reputations
Corporate Reputation Value: Good Really is Better Than Bad
Stakeholders: Each Group Holds a Different Image and Reputation
How Corporate Images are Formed: Identifying the Pieces of the Jigsaw Puzzle
Part II: Factors Which Affect Corporate Images
Vision and Mission: The Soul of Corporate Reputation
Formal Company Policies: The Guiding Hands
Organizational Culture: The Invisible Web
Corporate Communication: What to Say
Corporate Identity: What You See is Often Less Than What You Get
Country, Industry, Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate Image
Part III: Managing Corporate Images and Reputations
Measuring Images and Reputations: What Do Stakeholders Actually Think?
Managing and Changing Corporate Images: It Can be Done
The Crisis: Communication Strategies to Protect Desired Images and Reputations
Recap: Avoiding the Twelve Most Common Traps
