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customers.Trust
Companiesmustachievesustainedfinancialperformancebybeingprofitableandalsobeingperceivedasgoodbyitsstakeholders(Dowling,2006).L’Etangwritesthatgoodreputationesfromtrust,reliability,sincerity,andauthenticity(2008:50).Anotherperspectivewouldbethatgoodreputationbreedsreliabilityandtrustworthiness.AccordingtoanindustrystudyconductedintheUKbyMORI,sevenoutoftenpeopleinthegeneralpublicbelievethat“apanythathasagoodreputationwouldnotsellpoorqualityproducts”(Haywood,2002,p.175-176).
| 有关论文范文主题研究: | 关于品牌管理的论文范文检索 | 大学生适用: | 本科论文、学士学位论文 |
|---|---|---|---|
| 相关参考文献下载数量: | 53 | 写作解决问题: | 如何怎么撰写 |
| 毕业论文开题报告: | 标准论文格式、论文题目 | 职称论文适用: | 核心期刊、高级职称 |
| 所属大学生专业类别: | 如何怎么撰写 | 论文题目推荐度: | 经典题目 |
Summary
“Noteverythingthatcanbecountedcounts,andnoteverythingthatcountscanbecounted”(AlbertEinstein,citedinDowling,2006,p.142).AspresidentandCEOofAPCOWorldwide,MargeryKraus(2003)statedthat:“non-financialfactorssuchasmanagementquality,governance,brandequity,ethicalleadership,corporatecitizenship,andresponsiblemarketinghavebeeincreasinglyvital.Thesenon-financialfactors,takenasawholeandblendedwithbusinessperformance,constitute‘corporatereputation’(Schreiber,2008).
Notallpaniesarecapableofmaintaingoodreputationovertime.Onceananization’sreputationisdamaged,itmustrebuilditself.Therecoveryperiodoftenrequiresmoreeffort.“Ittakestimeforareputationtocoalesceinobservers’minds”(Fombrun&VanRiel,2004,p.5).InthecaseofGeneralMotors,withitscurrentPRcampaign,newCEOandbusinessstrategy,itisonitswaytorebuildingitsreputation.Itwillnotbeeasyandnotmuchcanbedonetoalleviatethetimeandenergyrequiredforthisgreattask.ButGMshouldprevail,withthecorrectCSRplan,keepinginmindthatthefundamentalbusinessofGMistomakecars:safeandefficientcarsthataresustainableandreliable.GM’snewmessage,accordingtoCFORayYoung:"WewillfixGMonceandforall".
Bibliography
Fombrun,C.andVanRiel,C.(2004)TheReputationalLandscape.JournalofReputationReview,1(1,2),pp.5-12.
Haywood,R.(2002).Manageyourreputation.2ndedition.London:KoganPage.
Henderson,T.andWilliams,J.(2002)“Shell”.InMoss,D.andDeSanto,B.(eds),Publicrelationscases-internationalperspective,London:Routledge.Pp.10-26.
KitchenP.andDalyF.(2002)Internalmunicationduringchangemanagement.CorporateCommunications:AnInternalJournal,7(1),pp.46-53.
L’Etang,J.(2008).Publicrelations:concept,practice,andcritique.London:Sage.
Oliver,S.(2007).PublicRelationsStrategy,2ndEdition.London:KoganPage.
Roscoe,A.(2002)“Racism-condemnitorcondoneit”.InMoss,D.andDeSanto,B.(eds),Publicrelationscases-internationalperspective,London:Routledge.pp.27-38.
Schreiber,E.(2008)Reputation.InstituteforPublicRelations.
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