Strategic Reputation Management: Towards A Company of Good / Edition 1

by Pekka Aula

Overview

Strategic Reputation Management examines the ways in which organizations achieve "goodness" through reputation, reputation management, and reputation strategies. It presents a contemporary model of strategic reputation management, helping organizations and stakeholders to analyze the business environment as a communicative field of symbols and meanings in which the organization is built or destroyed. Authors Pekka Aula and Saku Mantere introduce the eight generic reputation strategies, through which organizations can organize their stakeholder relationships in various ways. They illustrate their arguments using realworld examples and studies, from the Finnish Ski Association to Philip Morris International.

Product Details

ISBN-13:	2900805864266
Publisher:	Taylor & Francis
Publication date:	04/24/2008
Series:	Lea's Communication (Paperback)
Edition description:	New Edition
Pages:	256
Product dimensions:	6.00(w) x 1.25(h) x 9.00(d)

About the Author

Pekka Aula is Professor of Communication at Department of Communication, University of Helsinki, Finland. His research interests lie in the problematic of formation and reformation, construction and reconstruction of communicative processes in and between complex organizational networks. He has published and edited several books, and published articles in national and international journals. He is also adjunct professor at the University of Jyvaskyla.

Saku Mantere is acting Professor of Management and Organization at Swedish School of Economics and Business Administration in Helsinki, Finland. His research is focused on understanding organizational strategy as a social phenomenon, e.g., its discourses, practices and social positions. He has published in journals such as Organization Science, Journal of Management Studies, Strategic Organization and Journal of Organizational Change Management and Business & Society and Scandinavian Journal of Management

Table of Contents

List of figures and tables ix Preface xi Part I The company of good: a contradiction in terms? 1
1 The question concerning the good company: a good question 3 Strategic reputation management: being good, doing good, looking good 9 Old-school strategic management: a psychopathic organization? 10 Antonym to the old school: towards a good corporate life 13 Key concepts for this book 14 Plan for this book 17 Part II Strategic reputation management 19
2 The reputation of the good company 21 Who gets to define reputation? 22 Reputation as past, present, and future 24 The genesis of reputation in management 25 Evaluating reputation 29 Summary: the reputation of a good company 40
3 Is reputation capital or interpretation? 43 Reputation as capital 44 Reputation as interpretation 49 The core: sufficiently uniform identity 56
4 The arena model of organizational reputation 61 Arenas within markets of meaning 62 Summary: three implications of the arena model of reputation 77
5 Reputational arenas within markets of meaning 81 Four arenas 82 Eight reputation strategies 91 Peace 93 Defense 95 Offense 101 Riot 103 The right strategy at the right time 109 Network strategies 118 Summary: towards the management of a company of good 129 Part III Managing the company of good 131
6 Doing good deeds 133 Instrumental goodness or intrinsic goodness? 136 The company as a good citizen 137 Strategy-as-Zeitgeist: instrumental value 139 Strategic reputation management of the good company 143 Strategy as communication: towards strategic management of the good 149 Summary: strategic management of the good 160
7 Communicating the good 163 To manage isto communicate 165 Reputational communication: from communicatio to communicare 168 Organization is based on human communication 173 Reputation management as communicare 173 Summary: communication of the good 176
8 Managing good relationships 179 Good companies in networks 180 Foundations for good relations 190 Part IV Conclusion 205
9 The company of good 209 The strategic reputation management of the company of good 210 The good company is not a fad 211 For the good audience 213 Notes 215 References 217 Index 229