Corporate Reputation and Competitiveness

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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.

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Editorial Reviews

From the Publisher
'Very timely ... refreshing ... this book has some very interesting and new content with thought provoking examples.' - Long Range Planning

'The authors have done some excellent research ... [the book] offers excellent, thought-provoking material for those interested in how the staff and customers in service companies relate.' - Winston Fletcher, Times Higher Education Supplement

Klaus-Peter Wiedmann
The authors present a strategic framework for reputation management, concrete indications for the drivers of success and failure in this very important field and some very interesting case studies. What convinces me most is their special approach in measuring Corporate Personality from different stakeholder perspectives and in using this approach for both new theory development and concrete recommendations for practice.
Paul R. Jackson
There is a lot of hype about the importance of protecting and promoting a company's reputation, but much of it is based on woolly thinking and insubstantial evidence. The work of this research group is helping to put that right.
Cees B.M. van Riel
The reputation community of firms and academic researchers is growing. We need books such as this to help us to understand what is a difficult but exciting area to manage.
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Product Details

  • ISBN-13: 9780415287432
  • Publisher: Taylor & Francis
  • Publication date: 10/28/2002
  • Pages: 288
  • Product dimensions: 6.10 (w) x 9.30 (h) x 0.90 (d)

Meet the Author

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.

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Table of Contents

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

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