Corporate Reputation and Competitiveness

This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron.

List of figures

vi

List of tables

ix

Foreword

x

Introduction

xii

PART 1 Reputation as a strategic approach

1

(134)

A brief history of strategic thought

3

(21)

The traditional approach to Reputation Management

24

(34)

The reputation paradigm

58

(19)

The company as a brand

77

(22)

Defending a reputation

99

(36)

PART 2 Managing reputation by managing corporate personality

135

(124)

Measuring reputation: the Corporate Personality Scale

137

(22)

The management of image and identity

159

(17)

Managing the Reputation Chain

176

(25)

Reputation and business performance

201

(17)

Challenges in Reputation Management

218

(17)

Managing the personality of the organization

235

(24)

References

259

(10)

Index

269

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Corporate Reputation and Competitiveness

Summary

Table of Contents

Supplemental Materials