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Reputation Rules: Strategies for Building Your Company's Most Valuable Asset

Reputation Rules: Strategies for Building Your Company's Most Valuable Asset

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  • ISBN:9780071763745
  • Editorial: UK-Mcgraw-Hill
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:256
  • Idiomas:Ingles,Inglés

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Leverage your company's most important asset--reputation! It's open season on the corporate world. With so many companies being caught and taken to task for faulty products, outrageous executive spending, and simply bad behavior, reputation is now one of a company's most important assets--which is why you reputation management should be added to your overall strategy. In Reputation Rules, Kellogg School of Management professor Dr. Daniel Diermeier explains how to use reputation as a key strategic element. Real-life business scenarios from Mercedes, Shell, Enron, Toyota and others prove the need for reputation-management tools; Diemeier illustrates how they can be used to establish a culture that enables any organization to face any corporate mishap. Based on more than ten years of primary research, lecturing, and consulting in the area of reputation management, Reputation Rules provides the tools you need in a business world forever changed by headline debacles, corruption, and greed in corporate America.

Contents Introduction: The Second Most Important Item on the CEO's Agenda Chapter 1: Thomas Off the Rails-The Decisive Moment and How to Miss It Chapter 2: Mercedes and the Moose-Brand Management Beyond Customers Chapter 3: Shell Turns on the Water Cannons-The Growing Impact of the Second Circle Chapter 4: Of Shower Curtains and Waste Baskets-Perks, Scandals, and Moral Outrage Chapter 5:The Katrina Chronicles-Doing the Right Thing and Getting Credit for It Chapter 6: The Terminator Gene-From Outrage to Fear Chapter 7: Beat the Grim Reaper-Strategic Anticipation and the Anticipation and the Management of Reputational Risk Chapter 8: The Aim Team-How to Build a Sixth Sense Chapter 9: Andersen Before the Fall-Values, Culture, and the Teachable Moment.

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