The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset - Couverture souple

Alsop, Ronald J.

Couverture souple

ISBN 10 : 1476757615 ISBN 13 : 9781476757612

Editeur : Free Press, 2013

A propos du livre

Présentation de l'éditeur :

A veteran Wall Street Journal editor and authority on branding, marketing and reputation provides the 18 crucial rules for companies to follow in developing and protecting their reputation, which can be their most valuable asset or their worst nightmare. A must read book for senior executives, consultants, advertising, public relations, and marketing professionals.

From Enron and WorldCom to the Catholic Church and Major League Baseball, reputation crises have never been more widespread. Now Ronald J. Alsop, a veteran Wall Street Journal authority on branding and reputation management, explains the dangers—and gives organizations the eighteen crucial laws to follow in developing and protecting their reputations.

Consider this example of a simple decision made by a low-ranking employee: When rescue workers at the site of the World Trade Center disaster sought bottled water from a nearby Starbucks outlet, they complained that an employee charged them for it. In a matter of hours, the Internet had picked up the story and Starbucks' carefully cultivated worldwide reputation was quickly besmirched.

This is just one instance among many of how the business world, ever more global and competitive, has become increasingly difficult to navigate. Studies have demonstrated the powerful impact of reputation on profits and stock prices, and yet less than half of all companies have a formal system for measuring reputation. Clearly, companies in every industry—from Dow Chemical to Disney to DaimlerChrystler—have much more to learn.

It is still the rare company that realizes the full value of its reputation: how corporate reputation can enhance business in good times, become a protective halo in turbulent times, and be destroyed in an instant by people at the lowest or highest levels of the corporate ladder. Mr. Alsop provides eighteen thoroughly documented lessons based on years of experience covering every aspect of corporate reputation, with a clear distillation of the complex principles at the heart of a reputation. He explains:

· How to protect your reputation when the inevitable crisis hits
· How to cope with the many hazards in cyberspace
· How to create a reputation for vision and industry leadership
· How to establish a culture of ethical behavior
· How to measure and monitor your ever-changing public image
· How to make employees your reputation champions
· How to decide when it's time to change your name

The result is a book that is important not only for business executives, consultants, and advertising, public relations, and marketing professionals but also for anyone eager to learn more about the companies they work for, buy from, and invest in.

Présentation de l'éditeur :

"Indispensable insights into creating and maintaining a good corporate reputation. The writing is straightforward and refreshingly free of jargon, and the company examples are timely, relevant, and revealing." (Paul Danos, Dean, Tuck School of Business at Dartmouth). "Every executive will benefit from reading this expertly written guide." (Ronald Sargent, President and Ceo, Staples, Inc.). "A unique combination of expert journalistic insight and knowledge gained from quantitative research into how people perceive corporations." (Joy Marie Sever, Senior Vp, The Reputation Practice at Harris Interactive). In this topical and up-to-date book, "Wall Street Journal" news editor Ron Alsop provides 18 lessons based on years of experience covering every aspect of corporate reputation. He shows the benefits of a good reputation, the consequences of a bad one, how to measure reputation and nurture a good one. There's advice on how to identify the most likely dangers to a company's reputation, how to use the Internet to control perception of an organization, and how to present good deeds in the right way. Punchy and informative, it draws on real life examples from major corporations, including FedEx, Bp, McDonalds, DuPont, Calvin Klein, Coca-Cola, Levi Strauss and Co. and Enron.

À propos de cette édition

• Éditeur: Free Press
• Date d'édition: 2013
• ISBN 10: 1476757615
• ISBN 13: 9781476757612
• Reliure: Broché
• Nombre de pages: 320