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Reputation: Realizing Value from the Corporate Image

Reputation: Realizing Value from the Corporate Image

Name: Reputation: Realizing Value from the Corporate Image
Brand: Recyclivre
Author: Charles J. Fombrun
ISBN: 9780875846330

Charles J. Fombrun

01/01/1996
Harvard Business School Pr

NC (0 avis)

Couverture de Reputation: Realizing Value from the Corporate Image par Charles J. Fombrun

Résumé

In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even U.S. business schools - compete for prestige and achieve celebrity.