Creating Corporate Reputations: Identity, Image, and Performance

Creating Corporate Reputations: Identity, Image, and Performance

by Grahame Dowling
     
 

ISBN-10: 0199252203

ISBN-13: 9780199252206

Pub. Date: 08/28/2002

Publisher: Oxford University Press, USA

Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting

Overview

Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change.

Product Details

ISBN-13:
9780199252206
Publisher:
Oxford University Press, USA
Publication date:
08/28/2002
Edition description:
New Edition
Pages:
320
Product dimensions:
9.10(w) x 6.10(h) x 0.80(d)

Table of Contents

Introduction

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