Future Research Directions Based on a Critical Assessment of Reputation Management in Practice: A German Perspective
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First of all, I want to say thank you to Charles Fombrun and Cees van Riel for establishing a great community of researchers and practitioners who have a stake in reputation management. I definitely have great memories as regards the first years of the “Reputation Institute Initiative” and especially my first attempts to present results of my work on international reputation conferences. The massive image problems into which the German automobile industry has, in particular, recently been maneuvered, however, have encouraged me not to look back, but to give some stimulus for further research, based on a critical assessment of the state of art of reputation management in Germany. Perhaps the following very provocative propositions may contribute to revitalize the lively discussion which was characteristic of the first years of the “Reputation Institute community” and also found its expression the first issue of the Corporate Reputation Review (CRR).
KeywordsReputation measurement State of the art of reputation management Implementation Top management issue Expert survey
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