Creating Corporate Reputations: Identity, Image, and Performance
Oxford University Press, 2002 - 299 páginas
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.Contents:Introduction Part I: Corporate Reputations 1 Corporate Reputation Value: Good Really is Better Than Bad 2 Stakeholders: Each Group Holds a Different Image and Reputation 3 How Corporate Images are Formed: Identifying the Pieces of the Jigsaw Puzzle Part II: Factors Which Affect Corporate Images 4 Vision and Mission: The Soul of Corporate Reputation 5 Formal Company Policies: The Guiding Hands 6 Organizational Culture: The Invisible Web 7 Corporate Communication: What to Say 8 Corporate Identity: What You See is Often Less Than What You Get 9 Country, Industry, Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate Image Part III: Managing Corporate Images and Reputations 10 Measuring Images and Reputations: What Do Stakeholders Actually Think? 11 Managing and Changing Corporate Images: It Can be Done 12 The Crisis: Communication Strategies to Protect Desired Images and Reputations 13 Recap: Avoiding the Twelve Most Common Traps
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