Reputation Management

1. Front Matter

   Pages i-vii

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2. Introduction

   1. Front Matter

      Pages 1-1

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   2. Corporate Reputation: An Introduction to a Complex Construct

      • Sabrina Helm

      Pages 3-16

   3. Reputation Management

      • Kerstin Liehr-Gobbers, Christopher Storck

      Pages 17-20

3. Approaching Corporate Reputation

   1. Front Matter

      Pages 21-21

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   2. Overview

      • Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck

      Pages 23-25

   3. How to Approach Reputation

      • Kerstin Liehr-Gobbers, Christopher Storck

      Pages 27-30

   4. Reputation: A Sociological View

      • Stephan Voswinkel

      Pages 31-45

   5. Identity, Image and Reputation

      • Nuno Zarco da Camara

      Pages 47-58

   6. Corporate Branding and Corporate Reputation: Divided by a Shared Purpose?

      • Claudia Fisher-Buttinger, Christine Vallaster

      Pages 59-73

   7. Reputation in Relationships

      • Kevin Money, Carola Hillenbrand, Steve Downing

      Pages 75-88

4. Measures and Impacts

   1. Front Matter

      Pages 89-89

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   2. Overview

      • Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck

      Pages 91-92

   3. How to Measure Reputation

      • Kerstin Liehr-Gobbers, Christopher Storck

      Pages 93-98

   4. Challenges in Measuring Corporate Reputation

      • Sabrina Helm, Christian Klode

      Pages 99-110

   5. Measuring Media Corporate Reputations

      • Grahame Dowling, Warren Weeks

      Pages 111-125

   6. Reputation Management in Different Stakeholder Groups

      • Lars Fiedler

      Pages 127-149

   7. Customer-Based Corporate Reputation: Introducing a New Segmentation Criterion

      • Gianfranco Walsh, Sharon E. Beatty, Betsy Bugg Holloway

      Pages 151-161

   8. Financial Impacts of Corporate Reputation

      • Esther de Quevedo Puente, Juan B. Delgado García, Juan M. de la Fuente Sabaté

      Pages 163-178

5. Reputation Management in Practice

   1. Front Matter

      Pages 179-179

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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?

• Corporate Communication
• Corporate Reputation
• Public Relations
• Reputation
• Reputation Management
• Reputation Risks

• , Retailing and Consumer Sciences, The University of Arizona, Tucson, USA

  Sabrina Helm

• , Strategieberatung für Kommunikation GmbH, Hering Schuppener Consulting, Duesseldorf, Germany

  Kerstin Liehr-Gobbers, Christopher Storck

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