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Creating Corporate Reputations

£10.99

Product description

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 to 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 corporation's 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 organisational 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 opinions that different groups of stakeholders hold of a company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's reputation.

Item details

Author(s):
Grahame Dowling
Condition:
Used: very good
Edition:
2002
Format:
Paperback
ISBN-10:
0199252203
ISBN-13:
9780199252206
Number of pages:
299
Publisher:
Oxford University Press
Title:
Creating Corporate Reputations

Standard UK Delivery (£3.95 per order)

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About this item

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 to 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 corporation's 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 organisational 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 opinions that different groups of stakeholders hold of a company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's reputation.

Author(s):
Grahame Dowling
Condition:
Used: very good
Edition:
2002
Format:
Paperback
ISBN-10:
0199252203
ISBN-13:
9780199252206
Number of pages:
299
Publisher:
Oxford University Press
Title:
Creating Corporate Reputations

Delivery & returns

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Outside Europe: £7.00

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