IngentaConnect Who's Managing Corporate Reputation? A Survey of Leading European...

Authors: Will, M; Probst, M; Schmidt, T

Source: Corporate Reputation Review, Volume 2, Number 4, 1 October 1999 , pp. 301-306(6)

Abstract:

In January 1999 we surveyed a set of leading companies in Europe, 50 of which comprise the Dow Jones Eurostoxx 50 index, and an additional ten companies chosen because they are prominent in various national markets. The purpose of the survey was to examine how leading companies are distinguishing themselves from their competitors through the structure of their in-house corporate commmunications. We also sought to examine which internal and external target groups top European companies thought were relevant for building the company's reputation. Finally, we sought to describe how top companies are dividing the responsibility for two areas intimately involved in building the company's reputation: the Corporate Communications Department and the Marketing Department. The questionnaire that we designed therefore focused on the structure of Corporate Communications, on one hand, and on perceived differences between Corporate Communications and Corporate Marketing, on the other.Corporate Reputation Review (1999) 2, 301-306; doi:10.1057/palgrave.crr.1540088

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Who's Managing Corporate Reputation? A Survey of Leading European Companies