Creating Corporate Reputations : Identity, Image and Performance: Identity, Image and PerformanceOUP Oxford, 2000 M12 7 - 320 páginas 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 present managers with a framework to proactively enhance their corporation's 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. |
Contenido
Factors that Affect Corporate Images | 65 |
What You Get | 161 |
Leveraging | 186 |
What Do Stakeholders | 211 |
It Can Be Done | 231 |
Communication Strategies to Protect Desired | 252 |
Avoiding the Twelve Most Common Traps | 277 |
291 | |
Otras ediciones - Ver todas
Creating Corporate Reputations: Identity, Image, and Performance Grahame Robert Dowling Sin vista previa disponible - 2001 |
Creating Corporate Reputations: Identity, Image, and Performance Grahame Dowling Sin vista previa disponible - 2002 |
Términos y frases comunes
achieve activities airline American and/or approach associated attributes Australian bank become better brand build campaign cause cent Chapter communication company's competitors consider consultants consumer corporate advertising corporate identity corporate image corporate reputation cost create crisis culture customers decision desired image develop effect employees enhance evaluate example Exhibit external factors Figure firm focus groups identify images and reputations important industry interesting internal involved Journal leaders logo major measure offer operations opinion organization organization's organizational performance position potential problem question reason response result Review role share shows slogan social Source stakeholders statement strategy successful suggests survey symbols tion various vision
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