Creating Corporate Reputations : Identity, Image and Performance: Identity, Image and Performance
OUP 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.
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Creating Corporate Reputations: Identity, Image, and Performance
Grahame Robert Dowling
Sin vista previa disponible - 2001
achieve Air-India airline and/or Apple Computer approach attributes Australian Australian Financial Review campaign cent Chapter Chevron communication company's competitors consultants consumer corporate advertising corporate identity corporate image corporate reputation create crisis customers decision desired corporate image desired image develop effect employees enhance evaluate example Exhibit external stakeholders factors Figure financial performance firm focus Harley-Davidson identify identity symbols images and reputations important industry innovative Intel internal Johnson & Johnson Journal Lee Iacocca logo Lucent Technologies manufacturer market research McDonald's measure ment mission statement opinion leaders organization organization's images organizational culture overall pany porate position potential problem Procter & Gamble products and services programme Qantas response retail role senior management signal social Southwest Airlines sponsorship stakeholder groups stakeholders strategy successful super-brand theme tion tomers vision vision/mission statement Wal-Mart
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