Reputation is the most complex asset of an organization. Despite
the call for consistent management of corporate reputation
comprehensive approaches to measure and steer a company' s
reputation are still in their infancy. Reputation management aims
at creating a balance between stakeholder demands, perceptions and
corporate reality in order to foster behavior that helps a company
achieve its business goals. It needs to be based on thorough
research and requires orchestrated execution through management
processes across organizational units, communication disciplines,
and countries. This calls for a management system to establish a
closed cycle of strategic planning, implementation, performance
measurement, and reporting. The book gives answers to the following
questions: What is reputation and which conceptualizations do
exist? What are the state-of-the-art methods and tools to measure
corporate reputation? What are best practice examples and future
trends in the field of corporate reputation management?
General
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