This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron.
Author(s): Gary Davies
Edition: 1
Year: 2002
Language: English
Pages: 224
Preliminaries......Page 1
Contents......Page 6
Foreword......Page 11
Introduction......Page 13
1 A brief history of strategic thought......Page 18
2 The traditional approach to Reputation Management......Page 39
3 The reputation paradigm......Page 73
4 The company as a brand......Page 92
5 Defending a reputation......Page 114
6 Measuring reputation the Corporate Personality Scale......Page 152
7 The management of image and identity......Page 174
8 Managing the Reputation Chain......Page 191
9 Reputation and business performance......Page 216
10 Challenges in Reputation Management......Page 233
11 Managing the personality of the organization......Page 250
References......Page 274
Index......Page 284
