Reputation Management
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?
| ISBN: | 9783642270741 |
|---|---|
| Sprache: | Englisch |
| Seitenzahl: | 300 |
| Produktart: | Kartoniert / Broschiert |
| Herausgeber: | Helm, Sabrina Liehr-Gobbers, Kerstin Storck, Christopher |
| Verlag: | Springer Berlin |
| Veröffentlicht: | 11.11.2013 |
| Schlagworte: | Corporate Communication Corporate Reputation Public Relations Reputation Reputation Management Reputation Risks |