Reception booster (the difficulty with which a company’s reputation is measured and the growing importance of a company’s reputation to consumers)

Citation

(2011), "Reception booster (the difficulty with which a company’s reputation is measured and the growing importance of a company’s reputation to consumers)", Strategic Direction, Vol. 27 No. 5. https://doi.org/10.1108/sd.2011.05627ead.009

Reception booster (the difficulty with which a company’s reputation is measured and the growing importance of a company’s reputation to consumers)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 5

Kossoff L. Financial Management (UK), November 2010, Start page: 12, No. of pages: 3

Discusses the difficulty with which the reputation of a company is measured and notes the growing importance of a company’s reputation to consumers who are feeling the financial constraints imposed on them by the global economic and financial crisis and recession and are thinking more carefully before they buy an expensive item of consumer goods. Illustrates these points with particular reference to the difficulties experienced by users of the Apple iPhone 4, where Steve Jobs, the chairman and chief executive of Apple, held a press conference to promise that all problems would be fixed, and where the company’s share price rose by 3 per cent during the time that Jobs spoke. Draws a distinction between reputation and brand and discusses how managing reputation means aligning strategy, operations, and execution, while ensuring that what the chief executive officer (CEO) promises customers is reflected in all of its interactions with them. Article type: Viewpoint ISSN: 1471-9185 Reference: 40AA010

Keywords: Management techniques, Organizations, Corporate image