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БизнесReputation Management

Reputation Management

Название: Reputation Management
Издательство: Springer
Автор: Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck
Год: 2011
Количество страниц: 304
Формат: PDF
Размер: 1,5 mb
Язык: English

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?



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