Репутация фирмы: создание, управление и оценка эффективности

Recent Research In Business Strategy Suggests That Corporate Reputations Are A Valuable Strategic Asset For Every Company. This Book Outlines How High Status Companies Become Corporate Super Brands And Presents Managers With A Framework To Proactively Enhance Their Corporation's Desired Reputation. Pt. 1. Corporate Reputations. 1. Corporate Reputation Value: Good Really Is Better Than Bad. 2. Stakeholders: Each Group Holds A Different Image And Reputation. 3. How Corporate Images Are Formed: Identifying The Pieces Of The Jigsaw Puzzle -- Pt. 2. Factors That Affect Corporate Images. 4. Vision And Mission: The Soul Of Corporate Reputation. 5. Formal Company Policies: The Guiding Hands. 6. Organizational Culture: The Invisible Web. 7. Corporate Communication: What To Say. 8. Corporate Identity: What You See Is Often Less Than What You Get. 9. Country, Industry, Partner, And Brand Images: Leveraging Secondary Associations To Enhance A Corporate Image -- Pt. 3. Managing Corporate Images And Reputations. 10. Measuring Images And Reputation: What Do Stakeholders Actually Think? 11. Managing And Changing Corporate Images: It Can Be Done. 12. The Crisis: Communication Strategies To Protect Desired Images And Reputations. 13. Recap: Avoiding The Twelve Most Common Traps. Grahame Dowling. Includes Bibliographical References And Index. 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 Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change. 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 presents managers with a framework to enhance their corporation's desired reputation. This dilemma was illustrated in the bank's pricing policy.