Corporate Reputation and Competitiveness

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. It presents a new approach to measuring reputation, one that relies on surveying customers and employees on their view of the corporate character. It carries detailed results of studies showing the interaction of customer–employee perspectives and how and why customer views influence commercial performance.