Davies and Chun, both outstanding academics, have written the clearest and most accessible book to date on corporate reputation, what it is and how to manage it. 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.
Reputation is at the heart of every success company. This book is really a must for building corporate reputation. Dealing with corporate repuation measurement and analysis, this book gives a new paradigm. What can this bok offer is not just building reputation for conventional companies only, but also for companies after merger and aquisition. A deep analysis with some study cases make this book really perfect. Shortly, once again, this book is a must if you want to measure, build or analysis your corporate repuation.