How to build a Corporate Reputation

The aim of this work was to investigate the subject of "Corporate Reputation" in its most diverse approaches, so we sought to answer what the concept of reputation is, or what its different concepts are, and how it is constructed, based on the opinions of people from different backgrounds and areas of activity in the corporate world. In order to better understand this concept, we briefly contextualised society, organisations and individuals, seeking to understand the relationship between the three in order to provide support for the discussion of reputation that permeates this relationship. Next, we mapped the different concepts and approaches that have been consolidated in the academic discussion on the subject, thus dividing "corporate reputation" into three main approaches: reputation as an asset, reputation as an evaluation and reputation as a perception. We also work with aspects linked to crisis, identity and image that are present in the various approaches.

Autorentext

Il est diplômé en administration des affaires de l'UFMG et titulaire d'une maîtrise en administration des affaires de la FGV-SP. Il a publié des articles dans des revues nationales et internationales. Il enseigne au collège Victor Hugo-UNIS. Il est l'auteur du livre "Manuel pratique pour les nouveaux dirigeants". Il est consultant et possède une vaste expérience dans les domaines de la vente, de la gestion du personnel, du marketing et de la stratégie.

Klappentext

The aim of this work was to investigate the subject of "Corporate Reputation" in its most diverse approaches, so we sought to answer what the concept of reputation is, or what its different concepts are, and how it is constructed, based on the opinions of people from different backgrounds and areas of activity in the corporate world. In order to better understand this concept, we briefly contextualised society, organisations and individuals, seeking to understand the relationship between the three in order to provide support for the discussion of reputation that permeates this relationship. Next, we mapped the different concepts and approaches that have been consolidated in the academic discussion on the subject, thus dividing "corporate reputation" into three main approaches: reputation as an asset, reputation as an evaluation and reputation as a perception. We also work with aspects linked to crisis, identity and image that are present in the various approaches.