REPUTATION RULES: STRATEGIES FOR BUILDIN(ISBN=9780071763745) 英文原版 下载 pdf 百度网盘 epub 免费 2025 电子版 mobi 在线

　　In our lightning-fast digital age, a company can face

humiliation and possibly even ruin within seconds of a negative

tweet or blog post. Over the last year companies such as BP,

Goldman Sachs, and Toyota have experienced serious blows to their

images that could have had reduced impact if their leaders had

implemented reputation management into their business strategy and

culture.

There is no one in either the corporate or academic sphere

with greater expertise in the area of corporate reputation than Dr.

Daniel Diermeier. An award-winning professor at the Kellogg School

of Management, Northwestern University, Dr. Diermeier has blazed a

path in understanding the significance of reputation management and

demonstrating how a company can create a program so powerful that

it can help turn a potential public disgrace into a public image

success story.

FOREWORD BY PHILIP KOTLER

PREFACE

　TWO ITEMS ON THE CEO'S AGENDA

ACKNOWLEDGMENTS

iNTRODUCTION

　BEYOND THE OBVIOUS

CHAPTER 1

　THOMAS OFF THE RAILS

　The Decisive Moment and How to Miss It

CHAPTER 2

　MERCEDES AND THE MOOSE

　Brand Management beyond Customers

CHAPTER 3

　SHELL TURNS ON THE WATER CANNONS

　The Growing Impact of the Second Circte

CHAPTER 4

　OF SHOWER CURTAINS AND WASTEBASKETS

　Perks, Scandats, and Morat Outrage

CHAPTER 5

　THE KATRINA CHRONICLES

　Doing the Right Thing and Getting Credit for It

CHAPTER 6

　THE TERMINATOR GENE

　From Outrage to Fear

CHAPTER 7

　BEAT THE GRiN REAPER

　Strategic Anticipation and the

　Management of Reputationat Risk

CHAPTER 8

　THE AiM TEAM

　Now to Build a Sixth Sense

CHAPTER 9

　ANDERSEN BEFORE THE FALL

　Values, Culture, and the Teachable Moment

 CONCLUSION

　THE EXPERT TRAP

　Reputation, People, and the Need for Strategic Thinking

 NOTES

 INDEX

 ABOUT THE AUTHOR

　　Daniel Diermeier , Ph.D., is the IBM Professor of

Regulation and Competitive Practice and director of the Ford Motor

Company Center for Global Citizenship at the Kellogg School of

Management, Northwestern University. He has served as an advisor to

leading companies, including Accenture, Cargill, Johnson &

Johnson, Kraft, McDonald’s, and Shell. He is also a senior advisor

to the FBI. In 2007, Dr. Diermeier won the Faculty Pioneer Award

from the Aspen Institute, named the “Oscar of Business Schools” by

the Financial Times.

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书籍介绍

Leverage your company's most important asset--reputation! It's open season on the corporate world. With so many companies being caught and taken to task for faulty products, outrageous executive spending, and simply bad behavior, reputation is now one of a company's most important assets--which is why you reputation management should be added to your overall strategy. In Reputation Rules, Kellogg School of Management professor Dr. Daniel Diermeier explains how to use reputation as a key strategic element. Real-life business scenarios from Mercedes, Shell, Enron, Toyota and others prove the need for reputation-management tools; Diemeier illustrates how they can be used to establish a culture that enables any organization to face any corporate mishap. Based on more than ten years of primary research, lecturing, and consulting in the area of reputation management, Reputation Rules provides the tools you need in a business world forever changed by headline debacles, corruption, and greed in corporate America.