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Review
'The authors have done some excellent research ... [the book] offers excellent, thought-provoking material for those interested in how the staff and customers in service companies relate.' - Winston Fletcher, Times Higher Education Supplement
Product Description
This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking on organizational improvement. It covers media management, crisis management, the use of logos and other aspects of corporate identity, and argues the case for reputation management as a way of overseeing long-term organizational strategy.
It presents a new approach to managing reputation, one that relies on surveying customers and employees on their view of the corporate character and in harmonizing the values of both. This approach has been trialled in a number of organizations and here the authors demonstrate how improving reputation, merely by learning more about what a company is already doing, is worth some five per cent sales growth.
The book is a vital, up to date resource for specialists in corporate communication, public relations, marketing, HRM, and business strategy as well as for all senior management. Highly illustrated with over eighty diagrams and tables, it includes up to the minute illustrative case studies and interviews with leading authorities in the field.
Before explaining what we mean by reputation and its management it is worth stepping back to see where our thinking stands in the short history of formalized thinking about the strategy of organizations. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
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They begin by placing reputation management in a strategic context relative to Porter, Mintzberg, etc, and progress through to a brilliantly conceived framework that can be used by corporations to both qualitatively and quantitatively measure their internal employee-derived identity against their externally derived customer image.
The 'gap' between the two can be used by management to realign the organisation so that it delivers what customers expect.
They then carry the application of the framework a crucial step further to 'baseline' against customer expectations for the sector allowing you to measure your performance relative to competitors and customer expectations of each.
Whether you are a CEO, involved in strategy development or responsible for marketing - this really is the next book you should read this year. An empirically derived framework for strategic and reputation management that will deliver real competitive benefit.
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