Reputation: Realizing Value from the Corporate Image: Charles J. Fombrun
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Management professor Fombrun beckons us inside many of the most admired companies in the U.S. to scrutinize the workings of the most intangible asset of all: corporate reputation. Much of what he says has appeared in highly specialized publications; in fact, his book represents the most recent popularized version of this topic–and one that is easy to read and understand. A second part focuses on specific industries–fashion, financial services, MBA schools, and specific companies–all to drive home points made in the first part. Barbara Jacobs
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. DLC: Corporate image.
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