- 'Clear writing style and
concise arguments ... thought-provoking and extremely readable ... Whether you are a
manager, an academic, or just an interested general reader, Creating Corporate Reputations
will offer many new insights into the important role that corporate reputation plays in
the success of business' -Academy of Management Executive
- 'Well written and
interesting. Dowling does an excellent job of explaining why managers should spend time
and resources to develop the organizational reputation' -Academy of Management Executive
- 'Dowling has created a book
that is widely applicable to a variety of business situations. Creating Corporate
Reputations will appeal to many business and nonprofit managerial audiences' -Academy of
Management Executive
- 'Dowling has written a book
offering fresh and unique insights into how managers create value both for their
organizations and for their stakeholders' -Academy of Management Executive
Corporate reputations are a
valuable strategic asset for every company. Good reputations have been shown to help firms
attain and sustain superior financial performance in their industry. This book outlines
how high-status companies become corporate super brands, and it presents managers with a
framework to enhance their corporation's desired reputation.
Readership: MBA students, graduates, and professionals in the areas of strategic marketing
and corporate identity.
Contents/contributors
Introduction
Part I: Corporate
Reputations
1 Corporate Reputation
Value: Good Really is Better Than Bad
2 Stakeholders: Each Group
Holds a Different Image and Reputation
3 How Corporate Images are
Formed: Identifying the Pieces of the Jigsaw Puzzle
Part II: Factors Which
Affect Corporate Images
4 Vision and Mission: The
Soul of Corporate Reputation
5 Formal Company Policies:
The Guiding Hands
6 Organizational Culture:
The Invisible Web
7 Corporate Communication:
What to Say
8 Corporate Identity: What
You See is Often Less Than What You Get
9 Country, Industry,
Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate Image
Part III: Managing Corporate
Images and Reputations
10 Measuring Images and
Reputations: What Do Stakeholders Actually Think?
11 Managing and Changing
Corporate Images: It Can be Done
12 The Crisis: Communication
Strategies to Protect Desired Images and Reputations
13 Recap: Avoiding the
Twelve Most Common Traps
298 pages