| Sumario: | This volume offers - for the first time - concrete strategies and management rules for investing in, earning and keeping reputation capital safe in today's unpredictable and complicated markets. It presents enlightening insights from a wide variety of key industries, including the automotive, chemical, finance, food, luxury, energy and pharmaceutical sectors. A team of international authors opens up a controversial debate on the positive and negative aspects of reputation in the 21st Century, and challenges conventional approaches to reputation management, for example with regard to CEO positioning, CSR, corporate communications or social media. "Reputation Capital" is a practical guidebook with a firm foundation in the latest research from leading universities around the world; an indispensable tool for people in charge when it comes to managing reputation.
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