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Reputation Management pp 27–30Cite as

How to Approach Reputation

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Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

Liehr and Storck introduce this chapter by focusing on the concept of corporate reputation. They describe the shift from shareholder to stakeholder value as well as the added value of reputation resilience using the Vioxx case of Merck & Co. as an example and refer to the importance of taking the different reputational aspects into account before stakeholder perceptions can be managed.

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References

  • Australian Institute of Company Directors (2004) Corporate reputation better than profits. In: The boardroom report, vol. 2, No. 2, p 6

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  • Liehr-Gobbers K, Peters P, Zerfaß A (2009a) Reputationsmessung: Grundlagen und Verfahren (communicationcontrolling.de, dossier no. 1, Berlin, Leipzig, p 3

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  • Liehr-Gobbers K, Peters P, Zerfaß A (2009b) Reputationsmessung: Grundlagen und Verfahren (communicationcontrolling.de, dossier no. 1, Berlin, Leipzig, p 10

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  • Welch J (2009) Essen und träumen. Interview mit Jack Welch. In: Wirtschaftswoche, 30.03.2009

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  • Zerfaß A (2007) Unternehmenskommunikation und Wertschöpfung: Grundlagen Wertschöpfung, Integration. In: Piwinger M, Zerfaß A (eds) Handbuch Unternehmenskommunikation, Wiesbaden, pp 21–70

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Author information

Authors and Affiliations

  1. Dusseldorf office of HERING SCHUPPENER, Duesseldorf, Germany

    Kerstin Liehr-Gobbers

  2. Quadriga University, Berlin, Germany

    Christopher Storck

Authors
  1. Kerstin Liehr-Gobbers
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  2. Christopher Storck
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Corresponding author

Correspondence to Kerstin Liehr-Gobbers .

Editor information

Editors and Affiliations

  1. , Retailing and Consumer Sciences, The University of Arizona, North Park Avenue 650, Tucson, 85721-0078, Arizona, USA

    Sabrina Helm

  2. , Strategieberatung für Kommunikation GmbH, Hering Schuppener Consulting, Kreuzstr. 60, Duesseldorf, 40210, Germany

    Kerstin Liehr-Gobbers

  3. , Strategieberatung für Kommunikation GmbH, Hering Schuppener Consulting, Kreuzstr. 60, Duesseldorf, 40210, Germany

    Christopher Storck

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Liehr-Gobbers, K., Storck, C. (2011). How to Approach Reputation. In: Helm, S., Liehr-Gobbers, K., Storck, C. (eds) Reputation Management. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-19266-1_4

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