Employees and corporate reputation are unique resources that create a positive financial results and, ultimately, to create a sustainable competitive advantage. Corporate reputation is vital to the organization and the staff are a key part in its management. Recognizing the synergistic role that employees can play in the overall positioning of the corporate reputation management can help meet corporate strategic goals. The initiatives necessary to obtain employee commitment to the company's reputation, as well as the use of Balanced Scorecard for the integration of corporate reputation in the metrics of the incentive system. "Hide
by Karen S. Cravens, Elizabeth Goad Oliver Source: Business Horizons 10 pages. Publication Date: July 15, 2006. Prod. #: BH201-PDF-ENG
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