Helm / Liehr-Gobbers / Storck Reputation Management

2011
ISBN: 978-3-642-19266-1
Verlag: Springer
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)

E-Book, Englisch, 291 Seiten, eBook

Reihe: Management for Professionals

Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation comprehensive approaches to measure and steer a company' s reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, perceptions and corporate reality in order to foster behavior that helps a company achieve its business goals. It needs to be based on thorough research and requires orchestrated execution through management processes across organizational units, communication disciplines, and countries. This calls for a management system to establish a closed cycle of strategic planning, implementation, performance measurement, and reporting. The book gives answers to the following questions: What is reputation and which conceptualizations do exist? What are the state-of-the-art methods and tools to measure corporate reputation? What are best practice examples and future trends in the field of corporate reputation management?

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Helm, Sabrina

Liehr-Gobbers, Kerstin

Storck, Christopher

Inhaltsverzeichnis

Introduction.- Approaching Corporate Reputation.- Measures and Impacts.- Reputation Management in Practice.- Future Trends of Reputation Management.