Creating Corporate Reputations

Identity, Image, and Performance

Autor: Grahame R. Dowling

Jazyk:

Väzba: Brožovaná

Vydavateľ: Oxford University Press

Dostupnosť: Skladom u dodávateľa

Odosielame za 14-21 dní

74.96 €

Recent research in business strategy suggests that corporate reputations are a valuable strategic as...

Informácie o knihe

Autor

Grahame R. Dowling

Jazyk

Angličtina

Väzba

Kniha - Brožovaná

Vydalo

2002

Stránok

320

EAN

9780199252206

ISBN

0199252203

Enbook ID

04530404

Vydavateľ

Oxford University Press

Hmotnosť

472

Rozmery

158 x 236 x 19

Kompletný popis

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 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 corporations' 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 organizational 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 corporate reputations that different groups of stakeholders hold of your company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation.

Mohlo by vás zaujímať

Zákazníci, ktorí si kúpili túto knihu, kúpili tiež

Najčastejšie vyhľadávané

Categories

Authors

Publishers

Produkty

Produkty

Najčastejšie vyhľadávané

Categories

Authors

Publishers

Produkty

Produkty

Creating Corporate Reputations

Identity, Image, and Performance

Informácie o knihe

Kompletný popis

Mohlo by vás zaujímať

Zákazníci, ktorí si kúpili túto knihu, kúpili tiež