Reputation management

Author: (USA) Jackson Yanqing, Gu Jixin, Zhang Hongchao
Publisher:
Publish Date: 2006-01-01
Features: In this book, Kevin Jackson first proposes the strategic economic concept of "reputation capital." Reputation capital is an intangible asset that includes sincerity, trust, dignity, empathy, and respect. In actual business relationships, it becomes a decisive factor, more important than any tangible asset. The book presents various strategies to increase a company's reputation capital, aiming to help businesses change the skeptical environment in the business world, eliminate trust crises, and enhance corporate competitiveness; proactively control and manage reputation risks faced by the company; understand the expectations of customers and consumers; minimize losses when adverse incidents damage corporate reputation; and maintain a balance between civic responsibility and financial responsibility, ensuring the long-term interests of the company.