In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries--and even U.S. business schools--compete for prestige and achieve celebrity.
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Management professor Fombrun beckons us inside many of the most admired companies in the U.S. to scrutinize the workings of the most intangible asset of all: corporate reputation. Much of what he says has appeared in highly specialized publications; in fact, his book represents the most recent popularized version of this topic--and one that is easy to read and understand. A second part focuses on specific industries--fashion, financial services, MBA schools, and specific companies--all to drive home points made in the first part. Barbara Jacobs
About the Author
Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.
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OURS IS an age that celebrates greatness. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
OURS IS an age that celebrates greatness. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most helpful customer reviews
Format:Hardcover
This book is exactly what I needed. The chapter on the Harvard reputation building will now form part of the research for my MBA dissertation. Fombrun clearly sets out perceptual mapping and the real value that companies can gain from reputation building.
The book is technically just right, not too light with just the right amount of researched data to back up statements made.
I highly recommend it to any company trying to decide what else it could do to boost sales.
By A Customer
Format:Hardcover
Fombrun's REPUTATION is an invaluable tool that can help PR counselors better explain the importance of actively managing the client's internal and external images.
The hardline examples from famous American businesses are very impactful; the messages are impossible to miss.
In fact, when one client said he thought Reputation Management was unnecessary, because his sales were doing well, I asked him:
"What is it you know that the Fortune 500 companies obviously don't? They're apparently wasting millions of dollars every year on PR."
Enough said.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.6 out of 5 stars
5 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars
Reputations do matter!
Dec 24 2000
By Annette Mentasti
- Published on Amazon.com
Format:Hardcover
This book is exactly what I needed. The chapter on the Harvard reputation building will now form part of the research for my MBA dissertation. Fombrun clearly sets out perceptual mapping and the real value that companies can gain from reputation building.
The book is technically just right, not too light with just the right amount of researched data to back up statements made.
I highly recommend it to any company trying to decide what else it could do to boost sales.
2 of 3 people found the following review helpful
5.0 out of 5 stars
Invaluable for PR Counselors
Feb 5 1999
By A Customer
- Published on Amazon.com
Format:Hardcover|Amazon Verified Purchase
Fombrun's REPUTATION is an invaluable tool that can help PR counselors better explain the importance of actively managing the client's internal and external images.
The hardline examples from famous American businesses are very impactful; the messages are impossible to miss.
In fact, when one client said he thought Reputation Management was unnecessary, because his sales were doing well, I asked him:
"What is it you know that the Fortune 500 companies obviously don't? They're apparently wasting millions of dollars every year on PR."
Enough said.
5.0 out of 5 stars
Great book and great service!
Oct 7 2011
By Victoria
- Published on Amazon.com
Format:Hardcover|Amazon Verified Purchase
The book was came fast and the book is in very good conditions, like they said.
I recommended this online store!
I recommended this online store!
›
Go to Amazon.com to see all 5 reviews
4.6 out of 5 stars
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