Reputation: Realizing Value from the Corporate Image
Medical Entomology and ZoologyPublished 1 January 1996
Charles J. Fombrun
Citations2,309
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Abstract
Introduction: why reputations matter. Part 1 The hidden value of a good reputation: going for the gold what's in a name? enlightened self-interest reputational capital the Midas touch shaping consistent images of pageants and horse races managing reputation. Part 2 The ups and downs of reputation: fashion's ins and outs the MBA academies under siege so you want a new identity pitching arm and hammer the deal-makers doing good, the Morgan way song of Solomon. Conclusion: the burden of celebrity.
Keywords
Business, Management and Accounting