Corporate reputation and competitiveness

Gary Davies, Rosa Chun, Stuart Roper, Rui Vinhas da Silva

286 pages, parution le 16/10/2002

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Résumé

This is a unique book from four world leaders in reputation research, providing cutting-edge thinking about how organizations can improve. It covers dealing with the media, crisis management, the use of logos and other aspects of corporate identity, but it also argues the case for reputation management as a way of managing the long-term strategy of an organization. It presents a new approach to managing reputation, one that relies on surveying customers and employees on their view of the corporate character and harmonizing what both value about the organization.The book is a vital and up-to-date resource for specialists in Corporate Communications, Public Relations, Marketing, HRM, Business Strategy, as well as for all senior management.ContentsPart One: Reputation as a Strategic Approach

A brief history of strategic thinking
The traditional way of managing reputation
The Reputation Paradigm
The company as a brand
Defending a reputation

Part Two: Managing Reputation by Managing Corporate Personality

Measuring reputation: the corporate personality scale
The management of image and identity
Managing the reputation chain
Reputation and business performance
Challenges in reputation management
Managing the personality of the organization

Caractéristiques techniques

	PAPIER
Éditeur(s)	Routledge
Auteur(s)	Gary Davies, Rosa Chun, Stuart Roper, Rui Vinhas da Silva
Parution	16/10/2002
Nb. de pages	286
Format	16,5 x 24
Couverture	Relié
Poids	654g
Intérieur	Noir et Blanc
EAN13	9780415287432
ISBN13	978-0-415-28743-2