ENGLISH

Reputation Management

By Sabrina Helm , Sabrina Helm (auth.) , Kerstin Liehr-Gobbers , Christopher Storck (eds.)

Book information

Publisher
Springer-Verlag Berlin Heidelberg
Year
2011
ISBN
3642192653, 9783642192654
DOI
10.1007/978-3-642-19266-1
Google Books ID
B1LnTYAqRqYC
Language
english
Format
PDF
Filesize
1 MB (1515249 bytes)
Series
Management for Professionals
Edition
1
Pages
300\306
Topic
Business Management
Orientation
yes
Scanned
no
Time added
2012-02-14 18:00:00
Management/Business for Professionals; Marketing

Description

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?

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