Author : Sabrina Helm,Kerstin Liehr-Gobbers,Christopher Storck
Publisher : Springer Science & Business Media
Page : 291 pages
File Size : 40,9 Mb
Release : 2011-08-29
Category : Business & Economics
ISBN : 9783642192661
Reputation Management by Sabrina Helm,Kerstin Liehr-Gobbers,Christopher Storck Pdf
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?