Abstract
Managing Corporate Image and Corporate ReputationThe concepts of corporate
reputation and corporate identity represent a relatively new and
supplemental lens through which top management can address the strategic
issues facing their firm. To help guide the thinking of senior executives
in managing their organization's reputation and image, the authors
present a pragmatic operational model. The model shows that in addition
to an understanding of corporate reputation and image, managers needs
to understand their firm's corporate identity and corporate communications,
and the interrelationships amongst these components. The authors
argue that in today's sensitive business milieu, a firm's ultimate
survival may well depend on developing and maintaining a recognizable
image and favorable reputation.
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