Shaping the Corporate Image: An Analytical Guide for Executive Decision Makers

Much of the literature on corporate reputation examines the topic from a narrow perspective--for example, from a marketing or public relations point of view. However, reputation is really a topic that spans multiple fields of endeavor--economics, finance, management, marketing, and public relations, among others. Clearly an interdisciplinary approach is needed and is provided by this volume written by two university professors and a public relations specialist. Shaping the Corporate Image discusses how a corporate reputation is acquired, maintained, and nurtured. The authors conclude that corporate leaders possess the power to "mold" investor perceptions and evaluations of their firms, and the authors provide the latest information on the issues. Central to the analysis of corporate reputation are numerous examples of drastic changes in reputation ranking as reported in Fortune magazine. Discussions of these articles combine with an academic look at past trends and commentary collected from interviews with current CEOs and public relations executives to yield a valuable review of strategies that were either spectacular successes or dismal failures. Shaping the Corporate Image provides the reader with valuable input for the future--for developing reputation building in the 1990s and beyond. This volume should be of particular interest to CEOs and public relations specialists concerned with defining, enhancing, and nurturing the corporate image. It is also suitable for supplemental reading in courses in advertising, public relations, business strategy, and marketing, as well as a valuable resource for academics interested in the latest theoretical and practical developments in this field.