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Reputation: Realizing Value from the Corporate Image

Reputation: Realizing Value from the Corporate Image
Autor: Fombrun, Charles J.
Vydavateľ: Harvard Business School Press
Rok: 1996
Obal: hard
Počet strán: 441
Stav: 5/5
Cena: € 5.90

In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even U.S. business schools - compete for prestige and achieve celebrity.

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