Rosa Chun, Rui Da Silva, Gary Davies

Corporate Reputation and Competitiveness

• Broschiertes Buch

Produktbeschreibung

This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking regarding managing reputation as a strategic tool for organizations in the twenty-first century.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 288
• Erscheinungstermin: 9. Februar 2015
• Englisch
• Abmessung: 233mm x 151mm x 22mm
• Gewicht: 433g
• ISBN-13: 9781138861169
• ISBN-10: 1138861162
• Artikelnr.: 42090475

Autorenporträt

itute. Rosa Chun is Fellow in Reputation Management at Manchester Business School. Rui Vinhas da Silva is Lecturer in Marketing at Manchester Business School. Stuart Roper is Senior Lecturer in Marketing at Manchester Metropolitan University.

Inhaltsangabe

Part 1: Reputation as a Strategic Approach 1. A Brief History of Strategic
Thinking 2. The Traditional Way of Managing Reputation 3. The Reputation
Paradigm 4. The Company as a Brand 5. Defending a Reputation Part 2:
Managing Reputation by Managing Corporate Personality 6. Measuring
Reputation: The Corporate Personality Scale 7. The Management of Image of
Identity 8. Harmonizing Image and Identity 9. Reputation and Business
Performance 10. Challenges in Reputation Management