EBOOK Building Reputational Capital:Strategies for Integrity and Fair Play that Improve the Bottom L -

EBOOK Building Reputational Capital:Strategies for Integrity and Fair Play that Improve the Bottom L
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Wydawnictwo: Oxford University Press
ISBN: 9780199923960
EAN: 92881622EB
Format: 0,0 x 0,0 x 0,0
Oprawa: ...
Stron: 240
Data wydania: 2004
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In the aftermath of scandals such as those at Enron and WorldCom, there is a        growing suspicion of the corporate world. For this reason it is more important than        ever for firms to maintain a good reputation. In Building Reputational Capital,        Kevin T. Jackson offers a practical guide to taking the high road--the only path        that leads to lasting success.Based on extensive research and real-world experience,        Building Reputational Capital reveals basic principles of integrity and fairness        with which firms can build an enduring reputation. More than image, a firm's        reputation is a form of capital often neglected in the boardroom and overlooked in        conventional analyses of financial statements. Speaking directly to the work        experience of real people in practical business settings, Jackson couples each        principle with straightforward actions that drive management systems, and he        provides tested strategies--from downsizing techniques to e-commerce tips--that        cultivate the hidden power of a good reputation. He outlines the advantages of a        superior reputation (simply put, people want to work for, invest in, and do business        with a company or person with integrity), describes the vital role the firm's leader        must play, offers ways to build and protect your reputation on the Internet (from        defusing Internet rumors to creating an online community), and shows how to rescue        your reputation once disaster hits. Perhaps most important, he shows how to strike        the right balance of virtues like authenticity, honesty, responsibility, and        stewardship of the environment, employees, and the economy.Highlighted with        real-life success stories--from giants like Hewlett-Packard to small firms like        Thanksgiving Coffee Company (which invests part of its revenues in the Central        American villages in which its beans are grown), Building Reputational Capital        offers a simple but effective guide for executives, managers, entrepreneurs, legal        professionals, and corporate consultants.

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