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Gary Davies, Rosa Chun, Rui Vinhas Da Silva, Stuart Roper

Corporate Reputation and Competitiveness

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ISBN: 041528743X
Издательство: Routledge; 1 edition
Год издания: 2002
Страниц: 224
This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron.