Table of Contents

Part 1: Reputation as a Strategic Approach

1. A Brief History of Strategic Thinking
2. The Traditional Way of Managing Reputation
3. The Reputation Paradigm
4. The Company as a Brand
5. Defending a Reputation

Part 2: Managing Reputation by Managing Corporate Personality

6. Measuring Reputation: The Corporate Personality Scale
7. The Management of Image of Identity
8. Harmonizing Image and Identity
9. Reputation and Business Performance
10. Challenges in Reputation Management
11. Managing the Personality of the Organization