Reputation Management
:
Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck
:
Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck
:
Reputation Management
:
Springer-Verlag
:
9783642192661
:
1
:
CHF 47.50
:
:
Sonstiges
:
English
:
291
:
Wasserzeichen/DRM
:
PC/MAC/eReader/Tablet
:
PDF
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?
Reputation Management
4
Contents
6
Part I: Introduction
10
Part II: Approaching Corporate Reputation
29
Part III: Measures and Impacts
93
Part IV: Reputation Management in Practice
179
Part V: Future Trends of Reputation Management
229
About the Authors
285
