Repute and Disrepute: The Inside-Out Approach to Managing Corporate Reputation

Learn a revolutionary new approach to promoting, defending, sustaining and, if necessary, restoring a company's reputation

In today's digitized, social networked world, a company or brand reputation can soar to dizzying heights or be buried in the blink of an eye. Never has it been more vital for every company to have a comprehensive strategy in place for managing its good name and for restoring and rebuilding its damaged reputation, should the worst happen. Written by a recognized international expert in the field, this book describes an innovative new approach to reputation management. Based on author Rosa Chun's extensive experience as a reputation consultant to leading companies worldwide, it goes beyond the broad extrapolations from research and the corporate communication and marketing strategies found in most books on the subject to provide a wholly practical, holistic approach to reputation management.
Includes coverage of reputation management for non-profit and public sectors, and offers a uniquely global perspective
Demonstrates the critical links between customer orientation, leadership, global mindset, employee engagement, new social network technologies, and strategic implementation
Features fascinating and instructive case studies and examples from companies across industry sectors in the U.S., Europe, and Asia