Reputation Management, 2011 Management for Professionals Series

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?

Introduction.- Approaching Corporate Reputation.- Measures and Impacts.- Reputation Management in Practice.- Future Trends of Reputation Management.

Provides a general overview of the state-of-art and future trends in reputation management Describes tools to measure corporate reputation Reports best practice from blue-chip firms Helps to optimize a company's reputation management Includes supplementary material: sn.pub/extras