Corporate Reputation: Reputation Has Become an Essential Strategic Asset for Companies. (Accion empresaerial - corporate excellence series) - Softcover

Carreras Romero, Enrique; Alloza Lozana, Angel; Carreras Franco, Ana

Softcover

ISBN 10: 8483567970 ISBN 13: 9788483567975

Verlag: LID Editorial Empresarial, S.L., 2014

Inhaltsangabe

Reputation is a strategic asset for companies. Businesses with a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees. At the same time, stakeholders of such companies demonstrate higher levels of satisfaction and loyalty towards the companies products and brands. Currently, corporate reputation is one of the two most popular non-financial indicators used by organisations, both in the public and private sectors. This book is an in-depth investigation of the psychosocial nature of corporate reputation. We welcome the reader to join the adventurous path towards a good reputation. Here, adventure should be understood in the broad sense of the word our journey has quite a few surprises in store for us. Appearance of reputation as a concept brought about promises and hopes, it was viewed as a solution capable of reconciling the interests of different stakeholders, making the whole organization stronger. However, the giant turned out to have the feet of clay, lacking sufficient theoretical and methodological foundation. However, when we step on the terra incognita of corporate intangibles, we will understand that the vague idea of reputation is gradually acquiring scientific form via development of measurement tools and models that lay the foundation for the long sought-for technology of reputation management.

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Über die Autorin bzw. den Autor

Enrique Carreras is a professor at the Faculty of Economics and Business at the CEU San Pablo University in Madrid. He has extensive research experience and currently specializes in causal models for measurement tools to evaluate intangible assets such as customer satisfaction and corporate reputation.Ana Carreras holds a PhD in Economics and Business Studies and leads several research projects on satisfaction, customer loyalty and corporate reputation at the CEU San Pablo University (Spain). She is also a project director at MQ Medición de Calidad SL., where she is responsible for the creation, development and implementation of different indices, such as the LO.CAL index and the Professional Reputation index. Ángel Alloza, CEO, Corporate Excellence – Centre for Reputation Leadership. Ángel obtained his BA in Psychology from the Complutense University of Madrid and holds a Master's degree in Communication from the Jaume I University (Spain). Ángel has extensive experience in market research and strategic planning and was responsible for BBVA’s global communication strategy, brand, reputation and monitoring of relevant indicators. Ángel currently lectures at high-profile universities and business schools in Europe and the US.

Details zur Ausgabe

• Verlag: LID Editorial Empresarial, S.L.
• Erscheinungsdatum: 2014
• Sprache: Englisch
• ISBN 10: 8483567970
• ISBN 13: 9788483567975
• Einband: Taschenbuch
• Auflage: 1
• Anzahl der Seiten: 501
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar