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?
Epub (Kobo), Epub (Adobe)
Publication Date: 21/05/2016
- ISBN:
- 9783642192661
- 9783642192661
- Category:
- Sales & marketing
- Format:
- Epub (Kobo), Epub (Adobe)
- Publication Date:
- 21-05-2016
- Language:
- English
- Publisher:
- Springer Berlin Heidelberg
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