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Corporate Reputation
Book

Corporate Reputation

12 Steps to Safeguarding and Recovering Reputation

Wiley, 2008 plus...

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

Image makes up some 63% of the value of most corporations. This raises the soft practice of building and maintaining a company’s reputation to the level of an executive concern. Author Leslie Gaines-Ross provides a solid education about strategies for developing, sustaining and repairing corporate reputations. While she does not significantly advance the field with sharp new insights, she does offer more recent, pertinent research. She also buttresses her findings with useful case studies. getAbstract recommends this solid overview of an important topic to corporate marketing and public-relations students and specialists.

Take-Aways

  • During the 1990s, corporations began to develop a stronger interest in their reputations and how the market perceived them.
  • About 63% of a corporation’s market value is attributable to its reputation.
  • New media channels, the disproportionate political impact of small groups and the need to maintain public trust all affect corporate reputations.

About the Author

Leslie Gaines-Ross is “chief reputation strategist” at a global public-relations firm. She is the architect behind leading research in CEO and corporate reputation, and is the former communications and marketing director for Fortune. Her work has appeared in the Financial Times, Fortune, Business Week, the Times of London, Forbes and the Wall Street Journal.


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    D. D. 4 weeks ago
    Do we have to pay in order to have a copy?
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    T. L. 2 months ago
    nice
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    G. M. 5 months ago
    Very interesting