1st Edition
Corporate Reputation and Competitiveness
288 Pages
by
Routledge
288 Pages
by
Routledge
288 Pages
by
Routledge
Also available as eBook on:
This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking on organizational improvement. It covers media management, crisis management, the use of logos and other aspects of corporate identity, and argues the case for reputation management as a way of overseeing long-term organizational strategy.
It presents a new approach to managing... Read more
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
Biography
itute. Rosa Chun is Fellow in Reputation Management at Manchester Business School. Rui Vinhas da Silva is Lecturer in Marketing at Manchester Business School. Stuart Roper is Senior Lecturer in Marketing at Manchester Metropolitan University.
'Very timely ... refreshing ... this book has some very interesting and new content with thought provoking examples.' - Long Range Planning
'The authors have done some excellent research ... [the book] offers excellent, thought-provoking material for those interested in how the staff and customers in service companies relate.' - Winston Fletcher, Times Higher Education Supplement
