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This book provides a general overview of the state-of-art and future trends in reputation management. It describes tools to measure corporate reputation and helps a company to optimize its reputation management.

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Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation comprehensive approaches to measure and steer a company´ s reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, perceptions and corporate reality in order to foster behavior that helps a company achieve its business goals. It needs to be based on thorough research and requires orchestrated execution through management processes across organizational units, communication disciplines, and countries. This calls for a management system to establish a closed cycle of strategic planning, implementation, performance measurement, and reporting. The book gives answers to the following questions: What is reputation and which conceptualizations do exist? What are the state-of-the-art methods and tools to measure corporate reputation? What are best practice examples and future trends in the field of corporate reputation management?

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Introduction.- Approaching Corporate Reputation.- Measures and Impacts.- Reputation Management in Practice.- Future Trends of Reputation Management.

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Dr. Sabrina Helm arbeitet als wissenschaftliche Mitarbeiterin bei Prof. Dr. Bernd Günter am Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing, an der Universität Düsseldorf, wo sie auch promovierte.

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