Reputation Management

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?