Brief Outline

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. It carries detailed results of studies showing the interaction of customer-employee perspectives and how and why customer views influence commercial performance.

The book introduces the Corporate Reputation Chain - the potential to link staff and customer satisfaction via the organization's reputation, and to the Corporate Personality Scale - a way of measuring what customers and staff feel about the organization itself.

Corporate Reputation and Competitiveness is accompanied by web-based Lecturer's Resources which includes downloadable presentation visuals and extra teaching material not contained in the student text.