Management for Professionals

Helm, Sabrina; Liehr-Gobbers, Kerstin; Storck, Christopher

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?

Details

Published by: Springer

Publication Date: 2013-11-11

Format: Paperback

ISBN-13: 9783642270741

DOI: 10.1007/978-3-642-19266-1

Dimensions: 235cm x155cm

Pages: 300