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Fame and Fortune How Successful Companies Build Winning Reputations

ISBN-10: 0137144415
ISBN-13: 9780137144419
Edition: 2004
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Book details

List price: $25.95
Copyright year: 2004
Publisher: FT Press
Publication date: 8/6/2003
Binding: Paperback
Pages: 304
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.946

Acknowledgments
Introduction
Why Reputations Matter
Why Do Reputations Matter? Reputations Create Differentiation and Competitive Advantage
Can You Prove that Reputations Matter?
What Are Reputations Worth?
Reputation Affects a Company's Operating Performance
Reputation Creates Financial Value That Builds Reputation
Reputation has Financial Value as a Corporate Asset
Who's Tops-and Who's Not?
The World's Most Visible Companies
The Reputation Quotient
Methodological Appendix to Chapter 3
From Fame to Fortune
Fame Breeds Fortune
What Drives Market Value? Are High RQ Portfolios a Sound Investment? The Bottom Line?
The Roots of Fame
Be Visible
Be Distinctive
Be Authentic
Be Transparent
Be Consistent
So, Express Yourself
Be Visible
Understanding Corporate Visibility
When Should Companies Worry about Negative Visibility? The Drivers of Visibility
Capitalizing on Visibility
The Bottom Line?
Be Distinctive
What are Reputation Platforms? What Makes a Strong Reputation Platform? So, Distinguish Yourself
Be Authentic
The Process of Discovery
The Process of Internal Expression
The Process of External Expression
The Challenge of Authenticity
Be Transparent
Degrees of Transparency
The Drivers of Transparency
Platforms for Corporate Transparency
The Citizenship Transparency Index
Conclusion
Be Consistent
Establish a Dialogue with Stakeholders
Enforce a Shared Identity
Implement an Integrated Communication System
Coach Employees and Partners
Adopt a Measurement and Tracking Scorecard
Consistency: Top Down and All Around
Becoming a Top Company: The Case of FedEx
Introducing Radical Change. The Role of FedEx Communications
Index

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