Corporate Reputation and Competitiveness

Corporate Reputation and Competitiveness

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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 reputation, one that relies on surveying customers and employees on their view of the corporate character and in harmonizing the values of both. This approach has been trialled in a number of organizations and here the authors demonstrate how improving reputation, merely by learning more about what a company is already doing, is worth some five per cent sales growth. The book is a vital, up to date resource for specialists in corporate communication, public relations, marketing, HRM, and business strategy as well as for all senior management. Highly illustrated with over eighty diagrams and tables, it includes up to the minute illustrative case studies and interviews with leading authorities in the field.In this book we tend to use performance measures that are relevant to commercial business but the same logic can be applied to any type or style of organization. Gap analysis While companies still use SWOT and PEST analyses, other strategic tools have become dated as ... It also lacks any model to help management decide what to do or how to appraise their ideas as to how to fill the planning gap.

Title:Corporate Reputation and Competitiveness
Author:Rosa Chun, Rui Da Silva, Gary Davies, Stuart Roper
Publisher:Routledge - 2005-09-29


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