In the third chapter, Stopford offers insight into the management framework the Coca-Cola Company has set up to monitor and steer its corporate reputation. In order to manage the stakeholder expectations around CSR systematically, Coca-Cola has introduced a five-step process including: Gathering and analyzing performance and perception data via Reputation ScorecardsMapping the findings on a Reputation MapAdding “relevance” as the third dimension to the mapSetting up a business plan for Corporate Reputation ManagementEngaging and recalibrating indicators if needed
CITATION STYLE
Stopford, M. (2011). Reputation Management at Coca-Cola and Beyond. In Management for Professionals (Vol. Part F381, pp. 201–214). Springer Nature. https://doi.org/10.1007/978-3-642-19266-1_19
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