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dc.contributor.authorOmar, Maktoba
dc.contributor.authorWilliams, Robert Jr.
dc.contributor.authorLingelbach, David C
dc.date.accessioned2017-06-19T18:09:03Z
dc.date.available2017-06-19T18:09:03Z
dc.date.issued2009
dc.description.abstractPurpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and communication, identity, and image. Design/methodology/approach – A review of the current knowledge of corporate reputation, personality, identity, and image leads to development of a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by an emerging multinational corporation (EMNC) is presented. Findings – The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm's corporate image and reputation. Originality/value – A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, which influence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into a developed market may enlighten others pursuing this path.en_US
dc.description.urihttps://www.researchgate.net/profile/Robert_Williams_Jr/publication/235268659_Global_brand_market-entry_strategy_to_manage_corporate_reputation/links/54ac907a0cf21c47713a1aad/Global-brand-market-entry-strategy-to-manage-corporate-reputation.pdfen_US
dc.format.extent12 pagesen_US
dc.genrejournal articlesen_US
dc.identifierdoi:10.13016/M2HC50
dc.identifier.citationOmar, M., Jr, R. L. W., & Lingelbach, D. (May 29, 2009). Global brand market-entry strategy to manage corporate reputation. Journal of Product & Brand Management, 18, 3, 177-187.en_US
dc.identifier.issn1061-0421
dc.identifier.uri10.1108/10610420910957807
dc.identifier.urihttp://hdl.handle.net/11603/4118
dc.language.isoen_USen_US
dc.publisherEmeralden_US
dc.relation.isAvailableAtUniversity of Baltimore
dc.subjectBrand imageen_US
dc.subjectMultinational companiesen_US
dc.subjectTrusten_US
dc.subjectCommunicationen_US
dc.titleGlobal brand market-entry strategy to manage corporate reputationen_US
dc.typeTexten_US


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