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Corporate reputation management: 'living the brand'

Gotsi, Manto and Wilson, Alan 2001. Corporate reputation management: 'living the brand'. Management Decision 39 (2) , pp. 99-104. 10.1108/EUM0000000005415

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Abstract

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which has received relatively limited coverage. This article explores the management actions that are required if employees are to support and enhance the organization’s corporate reputation. The study illustrates the pivotal role of staff in the corporate reputation management process and presents ways through which organizations can encourage commitment, enthusiasm and consistent staff behaviour in delivering the brand values.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords: Corporate image; Competitive advantage; Employee attitudes; Corporate culture
Publisher: Emerald
ISSN: 0025-1747
Last Modified: 01 Feb 2017 03:57
URI: http://orca-mwe.cf.ac.uk/id/eprint/39181

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