ABSTRACT
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book contends that corporate reputations significantly affect the financial performance of commercial organisations. It focuses on organisations that operate in business-to-business markets but its recommendations are relevant to all types of organisation. The book presents the evidence that indicates the significance and impact of corporate reputations and discusses the importance of researching and managing it. It also presents pointers to help you identify whether you have a reputation issue and who within your organisation should own the issue of its ongoing management. In today's world, where ideas are increasingly displacing the physical in the production of economic value, competition for reputation becomes the significant driving force, propelling our economy forward. Marks & Spencer one of the world's most respected retailers was reported to have a higher reputation than the Church or the British Royal Family in a 1998 survey conducted by Corporate Edge.
