This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron.
itute. Rosa Chun is Fellow in Reputation Management at Manchester Business School. Rui Vinhas da Silva is Lecturer in Marketing at Manchester Business School. Stuart Roper is Senior Lecturer in Marketing at Manchester Metropolitan University.
Part 1: Reputation as a Strategic Approach 1. A Brief History of Strategic Thinking 2. The Traditional Way of Managing Reputation 3. The Reputation Paradigm 4. The Company as a Brand 5. Defending a Reputation Part 2: Managing Reputation by Managing Corporate Personality 6. Measuring Reputation: The Corporate Personality Scale 7. The Management of Image of Identity 8. Harmonizing Image and Identity 9. Reputation and Business Performance 10. Challenges in Reputation Management