Corporate Reputation and Competitiveness

by Chun,Rosa

• ISBN13: 9780415287432
• ISBN10: 041528743X
• Format: Hardcover
• Copyright: 2002-11-08
• Publisher: Routledge

Summary

This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron.

Table of Contents

List of figures	vi
List of tables	ix
Foreword	x
Introduction	xii
PART 1 Reputation as a strategic approach	1	(134)
A brief history of strategic thought	3	(21)
The traditional approach to Reputation Management	24	(34)
The reputation paradigm	58	(19)
The company as a brand	77	(22)
Defending a reputation	99	(36)
PART 2 Managing reputation by managing corporate personality	135	(124)
Measuring reputation: the Corporate Personality Scale	137	(22)
The management of image and identity	159	(17)
Managing the Reputation Chain	176	(25)
Reputation and business performance	201	(17)
Challenges in Reputation Management	218	(17)
Managing the personality of the organization	235	(24)
References	259	(10)
Index	269