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| Author: | Gray, E. Balmer, J. |
| Title: | Managing corporate image and corporate reputation |
| Journal: | Long Range Planning
1998 : OCT, VOL. 31:5, p. 695-702 |
| Index terms: | LONG RANGE PLANNING CORPORATE IMAGE REPUTATION |
| Language: | eng |
| Abstract: | The concepts of corporate reputation and corporate identity represent a relatively new and supplemental lens through which top management can address the strategic issues facing their firm. To help guide the thinking of senior executives in managing their organization's reputation and image, the authors present a pragmatic operational model. The model shows that in addition to an understanding of corporate reputation and image, managers need to understand their firm's corporate identity and corporate communications. |
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