Strategic Reputation Management Towards A Company of Good [Paperback]

Strategic Reputation Managementexamines the ways in which organizations achieve goodness through reputation, reputation management and reputation strategies. It presents a contemporary model of strategic reputation management, helping organizations and stakeholders to analyze the business environment as a communicative field of symbols and meanings in which the organization is built or destroyed. Authors Pekka Aula and Saku Mantere introduce the eight generic reputation strategies, through which organizations can organize their stakeholder relationships in various ways. They illustrate their arguments using real-world examples and studies, from the Finnish Ski Association to Philip Morris International.

This book serves as required reading in advanced courses covering public relations practice, advanced topics in PR, corporate communication, management, and marketing. Professionals working in PR, business, management and marketing will also find much of interest in this volume.

PART I. COMPANY OF GOOD: A CONTRADICTION IN TERMS?

1. The Question Concerning the Good Company: A Good Question

Strategic Reputation Management: Being Good, Doing Good, Looking Good

Old School Strategic Management: A Psychopathic Organization?

Antonym to the Old School: Towards a Good Corporate life

Key Concepts for this Book

Plan for this book

PART II. STRATEGIC REPUTATION MANAGEMENT

2. Reputation of the Good Company

Who gets to define reputation?

Reputation as past, present and future

Genesis of reputation in management

Evaluating reputation

Summary: reputation of a good company

3. Is reputation capital or interpretation?

Reputation as capital

Reputation as interpretation

The core: sufficienlÓÒ