Creating Corporate Reputations

Identity, Image, and Performance

Автор: Grahame R. Dowling

Език:

Корици: С меки корици

Издател: Oxford University Press

Наличност: Външен склад

Изпращаме след 9-15 дни

74.11 € 144.95 лв

Recent research in business strategy suggests that corporate reputations are a valuable strategic as...

Информация за книгата

Автор

Grahame R. Dowling

Език

Английски език

Корици

Книга - С меки корици

Издадена

2002

страници

320

EAN

9780199252206

ISBN

0199252203

Enbook ID

04530404

Издател

Oxford University Press

Теглоt

472

Размери

158 x 236 x 19

Пълно описание

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 presents managers with a framework to proactively enhance their corporations' 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 roles of customer value and organizational culture in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change. Drawing on more than fifteen years of academic research, executive seminars, and consulting experience, Grahame Dowling suggests ways to improve the corporate reputations that different groups of stakeholders hold of your company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation.

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Creating Corporate Reputations

Identity, Image, and Performance

Информация за книгата

Пълно описание

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Клиенти, които купиха тази книга, купиха също