Library of American University of Madaba
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Helm, Sabrina.
Reputation Management [electronic resource] / edited by Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck. - VIII, 300 p. online resource. - Management for Professionals .
Introduction -- Approaching Corporate Reputation -- Measures and Impacts -- Reputation Management in Practice -- Future Trends of 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?
9783642192661
Economics.
Industrial management.
Marketing.
Economics/Management Science.
Management/Business for Professionals.
Marketing.
HD28-70
650
Reputation Management [electronic resource] / edited by Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck. - VIII, 300 p. online resource. - Management for Professionals .
Introduction -- Approaching Corporate Reputation -- Measures and Impacts -- Reputation Management in Practice -- Future Trends of 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?
9783642192661
Economics.
Industrial management.
Marketing.
Economics/Management Science.
Management/Business for Professionals.
Marketing.
HD28-70
650