A brief history of strategic thought -- The traditional approach to reputation management -- The reputation paradigm -- The company as a brand -- Defending a reputation -- Measuring reputation : the corporate personality scale -- The management of image and identity -- Managing the reputation chain -- Reputation and business performance -- Challenges in reputation management -- Managing the personality of the organization
Summary
Corporate Reputation and Competitiveness takes the subject of Reputation Management further than any previous text. It covers some familiar ground: dealing with the media, crisis management, the use of logos and other aspects of corporate identity. But it also argues for Reputation Management to be seen as a way of managing the long-term strategy of an organization
Bibliography
Includes bibliographical references (pages 259-268) and index
