Repute and Disrepute The Inside-Out Approach to Managing Corporate Reputation

In today's digitized, social networked world, a company or brand reputation can soar to dizzying heights or be buried in the blink of an eye. Never has it been more vital for every company to have a comprehensive strategy in place for managing its good name and for restoring and rebuilding its damaged reputation, should the worst happen. Written by a recognized international expert in the field, this book describes an innovative new approach to reputation management. Based on author Rosa Chun's extensive experience as a reputation consultant to leading companies worldwide, it goes beyond the broad extrapolations from research and the corporate communication and marketing strategies found in most books on the subject to provide a wholly practical, holistic approach to reputation management.

• Includes coverage of reputation management for non-profit and public sectors, and offers a uniquely global perspective
• Demonstrates the critical links between customer orientation, leadership, global mindset, employee engagement, new social network technologies, and strategic implementation
• Features fascinating and instructive case studies and examples from companies across industry sectors in the U.S., Europe, and Asia

Rosa Chun is Professor of Corporate Reputation, Ethics and Marketing at IMD. Her research and consultancy work have focused on developing corporate reputation as a strategic framework for senior management. She demonstrates how firms' financial and non-financial performance are linked to their superior internal reputation, ethical leadership and media comments during a crisis. Her latest work focuses on industry competitiveness and the role of counterfeit brands, environmentalism and professional ethics. Her works have been published with the Strategic Management Journal, Harvard Business Review, Journal of Academy of Marketing Science and Industrial Marketing Management among others, and featured in the Financial Times and Marketing Week. She is considered one of the authority figures in the field, and has a plenary slot on IMD's flagship open program, Orchestrating Winning Performance, attended by over 450 participants from all over the world every year.

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