Reputation

"Examines how companies in a variety of industries, such as international fashion, investment banking, packaged goods, and even U.S. business schools, compete for prestige and achieve celebrity. [Discusses] the identity consulting business and provides in-depth case studies of reputation management at J.P. Morgan, Church & Dwight (the makers of Arm & Hammer products), and Salomon Brothers, revealing lessons for any company on nurturing, exploiting, and protecting reputational capital. ...Outlines an integrated approach to reputation management that begins with ... a thorough inquiry into - and a potential redefinition of - both the firm's corporate culture and its competitive strategy. Reputation management must be coordinated with the traditional corporate functions of marketing, finance, human resources, communications, and operations, and it must inform relations with all the company's stakeholders: customers, employees, investors, regional and federal governments, and the public at large."--Book jacket.