Details
| Original language | English |
|---|---|
| Pages (from-to) | 145-163 |
| Number of pages | 19 |
| Journal | Corporate Reputation Review |
| Volume | 8 |
| Issue number | 2 |
| Publication status | Published - 1 Jul 2005 |
Abstract
Corporate reputation radiates a strong appeal — it helps companies to obtain good employees, makes customer acquisition easier, increases customer loyalty, can be implemented as a competitive performance factor, and is more than helpful for the procurement of capital, not lastly if a company is listed on the stock exchange. The broad spectrum of potential for opportunity however, cannot be purposefully exhausted without rigorous reputation management. This is why professional corporate reputation management is of pivotal importance. Yet how is yield-oriented reputation management implemented successfully? What objectives, measures and controlling instruments do companies consider to be promising and important? Up to now there has been a lack of sound research which examines the state of the art in corporate practice and which supplies insight into the potential for and evaluation of success in individual instrumental areas. The results presented here of a representative study on the subject of ‘Corporate Reputation Management in Germany’ throw light on and evaluate the current state of reputation management in Germany.
Keywords
- advertising, brand, communications, corporate branding, e-communication, empirical results, identity, image, intangibles, key success factors, philanthropy, positioning, reputation, Reputation management, stakeholder
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
- Standard
- Harvard
- Apa
- Vancouver
- BibTeX
- RIS
In: Corporate Reputation Review, Vol. 8, No. 2, 01.07.2005, p. 145-163.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Corporate Reputation Management in Germany
T2 - Results of an Empirical Study
AU - Wiedmann, Klaus Peter
AU - Buxel, Holger
PY - 2005/7/1
Y1 - 2005/7/1
N2 - Corporate reputation radiates a strong appeal — it helps companies to obtain good employees, makes customer acquisition easier, increases customer loyalty, can be implemented as a competitive performance factor, and is more than helpful for the procurement of capital, not lastly if a company is listed on the stock exchange. The broad spectrum of potential for opportunity however, cannot be purposefully exhausted without rigorous reputation management. This is why professional corporate reputation management is of pivotal importance. Yet how is yield-oriented reputation management implemented successfully? What objectives, measures and controlling instruments do companies consider to be promising and important? Up to now there has been a lack of sound research which examines the state of the art in corporate practice and which supplies insight into the potential for and evaluation of success in individual instrumental areas. The results presented here of a representative study on the subject of ‘Corporate Reputation Management in Germany’ throw light on and evaluate the current state of reputation management in Germany.
AB - Corporate reputation radiates a strong appeal — it helps companies to obtain good employees, makes customer acquisition easier, increases customer loyalty, can be implemented as a competitive performance factor, and is more than helpful for the procurement of capital, not lastly if a company is listed on the stock exchange. The broad spectrum of potential for opportunity however, cannot be purposefully exhausted without rigorous reputation management. This is why professional corporate reputation management is of pivotal importance. Yet how is yield-oriented reputation management implemented successfully? What objectives, measures and controlling instruments do companies consider to be promising and important? Up to now there has been a lack of sound research which examines the state of the art in corporate practice and which supplies insight into the potential for and evaluation of success in individual instrumental areas. The results presented here of a representative study on the subject of ‘Corporate Reputation Management in Germany’ throw light on and evaluate the current state of reputation management in Germany.
KW - advertising
KW - brand
KW - communications
KW - corporate branding
KW - e-communication
KW - empirical results
KW - identity
KW - image
KW - intangibles
KW - key success factors
KW - philanthropy
KW - positioning
KW - reputation
KW - Reputation management
KW - stakeholder
UR - http://www.scopus.com/inward/record.url?scp=33747880402&partnerID=8YFLogxK
U2 - 10.1057/palgrave.crr.1540246
DO - 10.1057/palgrave.crr.1540246
M3 - Article
AN - SCOPUS:33747880402
VL - 8
SP - 145
EP - 163
JO - Corporate Reputation Review
JF - Corporate Reputation Review
SN - 1363-3589
IS - 2
ER -