In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even U.S. business schools - compete for prestige and achieve celebrity.
- ISBN10 0875846335
- ISBN13 9780875846330
- Publish Date 1 January 1996
- Publish Status Out of Stock
- Publish Country US
- Imprint Harvard Business School Press
- Pages 464
- Language English