Reputation has become an essential strategic asset for companies. Those businesses that enjoy a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees, while at the same time, stakeholders of such companies demonstrate higher levels of satisfaction and loyalty towards the companies’ products and brands.
Currently, corporate reputation is one of the most popular non-financial indicators used by organizations, both in the public and private sectors. This book is an in-depth investigation of the psychosocial nature of corporate reputation, and we invite the reader to join us on a journey of discovery.
When reputation first appeared as a concept, it brought about promises and hopes. It was viewed as a solution capable of reconciling the interests of different stakeholders and making the whole organization stronger. However, this giant soon turned out to have feet of clay, as it was lacking in sufficient theoretical and methodological foundation. Nonetheless, when we step into the terra incognita of corporate intangible assets, we will understand that the vague idea of reputation is gradually acquiring a scientific form thanks to the development of measurement tools and models that lay a foundation for the long sought-after means of managing reputation.
Table of contents
- Corporate Reputation
- Front Page
- 01 The Economy of Intangibles and Reputation
- 02 The Origin and Promise of Corporate Reputation
03 What do we Understand by Corporate Reputation Today?
- 1. Reputation is a Value-Generating Attitude
- 2. The Need for Grand Reputation
- 3. Reputation can be Managed
- 4. Strategic Character of Reputation
04 The Theoretical Foundations of Reputation
- 1. Social Legitimisation of an Organisation
- 2. The Theory of Planned Behaviour
05 Modelling and Managing Corporate Reputation
- 1. The Customer Loyalty Model
- 2. Development of the Intentional Customer Loyalty Model
- 3. Reputation-Based Loyalty of Stakeholders
- 4. Overall Reputation as Management’s Strategic Focus
- 5. Eventual Reputation Status
06 Measuring Corporate Reputation
- 1. Objective Reputation Measurement Tools
- 2. Reputation Measurement Tools by Stakeholder Groups
- 1. Reputation is an Attitude
- 2. What are the Rational and Emotional Processes that Translate Reputation into Favourable or Unfavourable Behaviours?
- 3. How does Reputation Generate Loyalty and Value? Our Model
- 4. What is an Appropriate Organizational Model for Reputation Management?
- 5. How does Reputation Help to Establish a Balance between Legitimacy and Differentiation?
- 6. Are there Multiple Reputations or can we Speak about an Overall Reputation?
- 7. Is it Possible to Develop a Balanced Scorecard with Indicators for Each Dimension of Reputation and an Indicator of overall Reputation?
- 8. What is the Future of Reputation?
- Title: Corporate Reputation
- Release date: June 2013
- Publisher(s): Editorial Almuzara
- ISBN: 9788483567975
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