Brand and reputation building through persuasive stakeholders management

Josep M. Oroval Planas

Brand and reputation building through persuasive stakeholders management

Josep M. Oroval Planas

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Producció científica: Contribució a una conferència › Contribució

Resum

The case we are presenting shows how a strategy based only on efficiency may interest the shareholders in the short term but has negative effects on customers and employees. While taking into account the interest, demands and expectations of customers and employees is a more sustainable strategy for the company. The case also shows that shareholders can be persuaded that such a sustainable strategy may be also more profitable for them in the long term. To be able to persuade shareholders you need two things: Metrics, long term indicators of brand and reputation.

Idioma original	Anglès
Estat de la publicació	Publicada - 18 de maig 2011
Esdeveniment	15th International Conference on Corporate Reputation, Brand, Identity and Competitiveness (2011) - Durada: 18 de maig 2011 → 20 de maig 2011

Conferència

Conferència	15th International Conference on Corporate Reputation, Brand, Identity and Competitiveness (2011)
Període	18/05/11 → 20/05/11

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AB - The case we are presenting shows how a strategy based only on efficiency may interest the shareholders in the short term but has negative effects on customers and employees. While taking into account the interest, demands and expectations of customers and employees is a more sustainable strategy for the company. The case also shows that shareholders can be persuaded that such a sustainable strategy may be also more profitable for them in the long term. To be able to persuade shareholders you need two things: Metrics, long term indicators of brand and reputation.

M3 - Contribution

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Brand and reputation building through persuasive stakeholders management

Resum

Conferència

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