Synopsis
Recent research suggests that corporate reputations are a valuable strategic asset for every company. 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. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change.
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About the Author
Grahame Dowling, is professor of marketing at the Australian Graduate School of Management. He is one of Australia's leading researchers and writers on marketing and its importance in today's successful corporations and organizations. In 1997, Dowling was named the Distinguished Marketing Researcher in Australia and New Zealand for his work on the adoption and diffusion of innovations.
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Creating Corporate Reputations: Identity, Image, and Performance
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Oxford University Press, 2002
ISBN 10: 0199252203
ISBN 13: 9780199252206
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Creating Corporate Reputations: Identity, Image, And Performance
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ISBN 10: 0199252203
ISBN 13: 9780199252206
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Creating Corporate Reputations
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ISBN 10: 0199252203
ISBN 13: 9780199252206
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Creating Corporate Reputations : Identity, Image, and Performance
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Creating Corporate Reputations: Identity, Image, and Performance (eng)
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Creating Corporate Reputations : Identity, Image, and Performance
Published by
Oxford University Press, 2002
ISBN 10: 0199252203
ISBN 13: 9780199252206
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Creating Corporate Reputations (Paperback)
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Oxford University Press, Oxford, 2002
ISBN 10: 0199252203
ISBN 13: 9780199252206
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Paperback. Condition: new. Paperback. 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 booksconcentrate 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. Oneof 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. Healso describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation. 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 enhance their corporation's desired reputation. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780199252206
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