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Creating Corporate Reputations : Identity, Image and Performance
Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to help firms attain and sustain superior financial performance in their industry. This book outlines how high-status companies become corporate super brands, and it present managers with a framework to proactively enhance their corporation's desired reputation. While many books concentrate on advertising or corporate identity as the primary tools for reputation enhancement, this book provides a more expansive and realistic picture of what it takes to build a corporate super brand. One of its key contributions is that it emphasizes the ro...
Winning the Reputation Game
Core strategies for creating a corporate reputation that will provide a competitive advantage in the marketplace: a back-to-basics approach. What does a company have to do to be admired and respected? Why does Apple have a better reputation than, say, Samsung? In Winning the Reputation Game, Grahame Dowling explains. Companies' reputations do not derive from consultant-recommended campaigns to showcase efforts at corporate transparency, environmental sustainability, or social responsibility. Companies are admired and respected because they are “simply better” than their competitors. Companies that focus on providing outstanding goods and services are rewarded with a strong reputation tha...
The Ultimate Book of Business Thinking
Thousands of brilliant business ideas are launched into the world of work every day. But how can business leaders know which ideas are the ones that will really drive the business full steam ahead? From scientific management to knowledge management and from the agile organization to the virtual organization, Des Dearlove describes each idea, shows how it has been applied practically and gives alternative interpretations and definitions from the sceptics.
Understanding Business Ethics
Filled with real-world case studies and examples of ethical dilemmas, Understanding Business Ethics, Third Edition prepares students and managers alike to make ethical decisions in today’s complex, global environment. Bestselling authors Peter A. Stanwick and Sarah D. Stanwick explain the fundamental importance of ethical leadership, decision making, and strategic planning while examining emerging trends in business ethics such as the developing world, human rights, environmental sustainability, and technology. In addition to presenting information related to the Association to Advance Collegiate Schools of Business (AACSB), the text’s 26 real-world cases profile a variety of industries, countries, and ethical issues in a way that is relevant and meaningful to students’ lives. The Third Edition features new cases from well-known companies such as Disney and General Motors, new coverage of emerging topics such as big data and social media, expanded coverage of corporate social responsibility, and more. Using an applied approach, this text helps students understand why and how business ethics really do matter!
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?
The Opt-Out Effect
&>will control your brand relationship, there’s only way to win: help them do it. The Opt-Out Effect shows you how. Marketing thought leader Gerald Smith brings together new research data, powerful strategies, and indispensable tools for implementing customer-centric brand management that supports today’s customers and earns their loyalty. You’ll master new digital brand management best practices hands-on, via realistic exercises and well-tested worksheets and templates you can use in your own environment. Nicholson and Smith ground their recommendations in evidence, unveiling important new research from Pitney Bowes and Kitewheel that illuminates the viewpoints of nearly 1,000 markete...
How important is a favourable Corporate Image prior to a Crisis?
Bachelor Thesis from the year 2006 in the subject Business economics - General, grade: 2,1, University of Lincoln, language: English, abstract: The purpose of this dissertation is to find out whether a favourable corporate image is important prior to a PR-crisis. This question is also being applied to Merck & Co. Inc., a pharmaceutical company in the U.S. which is currently having its VIOXX-crisis, while researching if their favourable corporate image is helping them to overcome the crisis faster. Furthermore an employee of Merck KGaA in Germany was interviewed, with the intention to find out whether the company has been influenced by the VIOXX-crisis since they are related through their nam...
Corporate reputation
Reputation has become an essential strategic asset for companies. Those businesses that enjoy a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees, while at the same time, stakeholders of such companies demonstrate higher levels of satisfaction and loyalty towards the companies’ products and brands. Currently, corporate reputation is one of the most popular non-financial indicators used by organizations, both in the public and private sectors. This book is an in-depth investigation of the psychosocial nature of corporate reputation, and we invite the reader to join us on a journey of discovery. When reputation first appea...
The Art and Science of Marketing
The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behavior, etc.) to provide insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process, it questions the usefulness of some of the more recent marketing fads. Clearly written and presented the book is ideal for advanced and professional students of marketing as well as marketing professionals.
