Creating Corporate Reputations

Identity, Image, and Performance
Erscheinungsjahr 2002
ISBN: 978-0-19-925220-6
Verlag: OUP Oxford

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 488 g

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 presents managers with a framework to proactively enhance their corporations' 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.

Autoren/Hrsg.

Dowling, Grahame

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

- Introduction

- Part I: 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

- Part II: Factors Which 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

- Part III: Managing Corporate Images and Reputations

- 10: Measuring Images and Reputations: 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

Über Autor(innen)

Grahame Dowling is Professor of Marketing at the Australian Graduate School of Management. He is one of Australia's leading researchers and writers on marketing and its importance in today's successful corporations and organizations. He has published over 100 papers in the academic and business press dealing with a wide range of marketing topics. In 1997, Grahame Dowling was named the Distinguished Marketing Researcher in Australia and New Zealand for his work on the adoption and diffusion of innovations. He is currently a member of the editorial boards for the journals Corporate Reputation Review and the Journal of Business-to-Business Marketing.