книга.Даулинг.Репутация фирмы
.pdf
,
, ,
— .
Shewon .
« » -— -
, -
,
— I |)> . ,
-
,
PR, , , -
, , -
, .
« : , -
» «
», « -
».
, , -
.
. ,
, ,
- »
. ,
,
: PRESSI ( HERSON )
,
,
.
.
— ,
.
.
, , .
, ,
,
.
.
, . .
, . ,
. , .
, . ,
. ,
?»
: ,
, — .
McGRAW-HILL MAGAZINES
• •
The McGraw-Hill Companies, Inc.
XVI
: PRESSI ( HERSON )
, , -
- 10)5 . McGraw-Hill -
,
-. ,
, -
. ,
:
) ?) ?
) ?
-
, ,
,
, , -
. -
, ,
,
• , , ABB, AT&T, Body Shop, BMW, Canon, Disney, Ford, General Motors, IBM, Intel, Microsoft, Mobil, NTT, Philips, Oantas, 3M, Shell, Sony, Toshiba, Virgin, Volvo, Wal-Mart Xerox.
McGraw-Hill
. , -
:
•, ,
?
?
•!
•?
i, -i
I
.
XVII
,
-
. -
, -
. ,
, -
, ,
,
, .
, « »,
. 13.
-, .
,
.
,
(Ralph Waldo Emerson):
,
.
,
, , -
PR- , , -
. -
.
,
, .
,
. ?
,
.
,
. ,
(
) , -
XVIII
: PRESSI ( HERSON )
20 . ,
, , ,
,
PR.
,
. -
, ,
(corporate identity),
(corporate image) (corporate reputation). -
. , -
— ,
. ,
,
, —
.
, ,
, | ,
, ,
.
,
.
. -
,
, ,
. -
,
.
, -
.
:
-
, -
.
, . -
( -
) , -
-
. : «
!»
, . ,
10 Fortune
,
,
.
1984 . Fortune
», 500 ,
.
: ,
,
, ,
,
,
,
.
—
America's Most Admired Companies (
www.fortune.com).
1999 .
-, , -
, -
, -
.
-
, ,
XX
: PRESSI ( HERSON )
500 , 1999 .
|
|
|
|
|
|
|
|
1. General Electric |
495. |
Humana |
|
2. |
Microsoft |
496. |
Revlon |
3. Dell Computer |
497. |
Trans World Airlines |
|
4. |
Cisco Systems |
498. CKE Restaurants |
|
5. Wal-Mart |
499. |
CHS Electronics |
|
6. |
Southwest Airlines |
500. Rite Aid |
|
7. |
Berkshire Hathaway |
501. Trump Resorts |
|
8. Intel |
502. Fruit of the Loom |
||
9. Home Depot |
503. Amerco |
||
10. Lucent Technologies |
504. Caremark Rx |
||
|
|
|
|
: Fortune. 2000. 21 Feb.
. ,0 , , -
Fortune,
) , ( )
(return on assets, ROA) 1.
(comparative advantage)
, .
,
,
2.
, -
, . . 1
, .
,
.
,
, -
.
-
P.W. Roberts and G.R. Dowling, 'The Value of a Firm's Corporate Reputation: I low Reputation Helps Attain and Sustain Superior Profitability', Corporate Reputation Review (Summer 1997), 72—- 76.
S I). Hunt and R.M. Morgan, 'The Comparative Advantage Theory of Compe-tltlon', Journal of Marketing, 59, 2 (1995), 1 — 15.
XXI
, -
. -
, ,
, .
, . -
,
, -
.
-
. . -
,
. , -
, -
. ,
, ,
, , -
, ,
. , -
,
. , -
, -
.
, ,
, , -
,
, . -
,
. ,
,
, . , -
,
, , « ,
» « , » ( -
), , : « -
, -
, ». ,
,
. ,
XXII
: PRESSI ( HERSON )
• 1 ,
,
.
,
, . -
(Tom Peters)
(Robert Waterman) «
. ,
, ,
,
'.
,
-
, -
.
, -I
, .
.
-
, ,
,
,
.
, -
. ,
, ». -I
:
, .
,
, .
, .
.
, ,
.
,
-
. Peters and R. Waterman, In Search of Excellence (New York: Random House, 1982). D.T. Carroll, 'A Disappointing Search for Excellence', Harvard Business Review, 83, 6 (Nov.—Dec. 1983), 78 — 88; 'Who's Excellent Now?', Business Week (5 Nov. 1984), 76-88.
XXIII