Reputation Management

✍ Scribed by Sabrina Helm (auth.), Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck (eds.)

• Publisher: Springer-Verlag Berlin Heidelberg
• Year: 2011
• Tongue: English
• Leaves: 306
• Series: Management for Professionals
• Edition: 1
• Category: Library

✦ Synopsis

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?

✦ Table of Contents

Front Matter....Pages i-vii
Front Matter....Pages 1-1
Corporate Reputation: An Introduction to a Complex Construct....Pages 3-16
Reputation Management....Pages 17-20
Front Matter....Pages 21-21
Overview....Pages 23-25
How to Approach Reputation....Pages 27-30
Reputation: A Sociological View....Pages 31-45
Identity, Image and Reputation....Pages 47-58
Corporate Branding and Corporate Reputation: Divided by a Shared Purpose?....Pages 59-73
Reputation in Relationships....Pages 75-88
Front Matter....Pages 89-89
Overview....Pages 91-92
How to Measure Reputation....Pages 93-98
Challenges in Measuring Corporate Reputation....Pages 99-110
Measuring Media Corporate Reputations....Pages 111-125
Reputation Management in Different Stakeholder Groups....Pages 127-149
Customer-Based Corporate Reputation: Introducing a New Segmentation Criterion....Pages 151-161
Financial Impacts of Corporate Reputation....Pages 163-178
Front Matter....Pages 179-179
Overview....Pages 181-182
How to Manage Reputation....Pages 183-188
Integrated Reputation Analysis at Daimler....Pages 189-200
Reputation Management at Coca-Cola and Beyond....Pages 201-214
Corporate Reputation and Stock Market Behavior....Pages 215-229
Front Matter....Pages 231-231
Overview....Pages 233-234
Future Trends of Corporate Reputation Management....Pages 235-238
Corporate Reputation Risk: Creating an Audit Trail....Pages 239-255
Corporate Responsibility Reporting Reloaded: The New ESG-Reporting Imperative....Pages 257-265
Personalization of Corporate Coverage....Pages 267-289
Back Matter....Pages 291-297

✦ Subjects

Management/Business for Professionals; Marketing