Being faced with intense competition, increased media attention and public awareness to ethical corporate action as well as an augmenting number of organized expression of stakeholder opinion, managing the corporate brand requires thorough and concerted efforts. We propose the concept of issues management to meet the critical challenges of corporate brand management which has been defined as “a systematically planned and implemented process of creating and maintaining a favourable reputation of the company with its constituent elements” (van Riel 2001). Issues management is seen as the process by which an organisation “can identify, evaluate, and respond to the social and political issues which may impact significantly upon it” (Wartick & Rude 1986). Although the main goal of issues management is seen in preventing crises to preserve the organisation’s reputation, the proactive management of issues can also serve to strengthen reputation. This can be achieved by conveying messages that are relevant and valuable to the stakeholders and simultaneously support the corporate brand positioning from the corporate perspective.
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- Applying Issues Management to Meet the Challenges of Corporate Brand Management - an Empirical Investigation in Europe