Reputation
Realizing Value from the Corporate Image
Published on 1. January 1996
Other
Undefined
464 pages
978-0-87584-633-0 (ISBN)
Description
In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even U.S. business schools - compete for prestige and achieve celebrity.
More details
Language
English
Place of publication
Boston
United States
Publishing group
Harvard Business School Publishing
Illustrations
Illustrations
ISBN-13
978-0-87584-633-0 (9780875846330)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
Introduction: why reputations matter. Part 1 The hidden value of a good reputation: going for the gold; what's in a name?; enlightened self-interest; reputational capital; the Midas touch; shaping consistent images; of pageants and horse races; managing reputation. Part 2 The ups and downs of reputation: fashion's ins and outs; the MBA academies under siege; so you want a new identity; pitching arm and hammer; the deal-makers; doing good, the Morgan way; song of Solomon. Conclusion: the burden of celebrity.