The Characteristics of Good Reputation Research
To develop effective management strategies, good reputation research answers two questions:
- How is a company performing versus its competitors?
- What is important to its diverse stakeholders?
Companies need to focus on the key elements of strategy that will make a difference in people's perception of the company rather than spreading resources in many directions.
GlobeScan's approach to reputation research is based on deriving the importance of reputation attributes through data analysis and then tracking the key variables over time. This dynamic method allows our clients to build their own normative measures that are specific to both their sector's and their company's key stakeholder profile.
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