BOOK REVIEW: 'Corporate' carries a good reputation

This valuable contribution to the field of reputation management covers the authors' development of two new tools, the Corporate Reputation Chain and the Corporate Personality Scale, which take a new look at the reputation model by identifying and linking

This valuable contribution to the field of reputation management covers the authors' development of two new tools, the Corporate Reputation Chain and the Corporate Personality Scale, which take a new look at the reputation model by identifying and linking

How the authors identified the seven dimensions, tested the validity of their findings, and developed the scale will appeal to any professional dealing with analytical peers - but you'll have to wait until the book's second half. The first half is an overview of strategic business thought, branding, and early work in reputation, which makes for great reading for experienced pros and newbies alike.

The nine-step overview of what a company can do to boost reputation and performance is a real gem. Give a copy of those steps to your CEO. Better yet, give him a copy of the book.

Title Corporate Reputation and Competitiveness

Authors Gary Davies with Rosa Chun, Rui Vinhas Da Silva, and Stuart Roper

Publisher Routledge (November 2002), 288 pages

Reviewed by Glenn Karwoski, MD, Karwoski & Courage

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