Reputation Management

Sabrina Helm (Curatore)

Kerstin Liehr-Gobbers (Curatore)

Springer-Verlag Berlin and Heidelberg GmbH & Co. KG, 2013

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?

• Curatore: Sabrina Helm, Kerstin Liehr-Gobbers
• Editore: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Collana: Management for Professionals
• Anno: 2013
• Rilegatura: Paperback / softback
• Pagine: 300 p.
• Dimensioni: 235 x 155 mm
• EAN: 9783642270741

Testo in English