Corporate reputation
A manual on reputational engineering has been published, a tool to first understand and then apply a particular quality of production organisations (and others)
Corporate reputation, as well as the reputation of the managers and people doing the business, is a complex, delicate issue, difficult to handle and important to address. It’s also a topic that has now assumed quantitative as well as qualitative aspects, to the extent of giving rise to a “reputational engineering” that merits exploration. Reading Ingegneria reputazionale. Comprendere, misurare e costruire la Reputazione (Reputational Engineering: understanding, measuring and building reputation) by Andrea Barchiesi serves precisely this purpose: delving into a business topic that lies between the culture of production, communication, marketing, human resources management and social responsibility more generally.
Reputation, then, is a subject that up to now has been complex but abstract, but today is instead measurable and malleable. This is what reputational engineering is for, which Barchiesi explains in great detail, starting with “15 principles on which to build a new communication”, because, it seems, reputation involves communication (and it couldn’t be otherwise). To better understand what needs to be done, Barchiesi immediately addresses the definition of reputation and then moves on to communication. The next step of the book concerns “reputational mass” and thus the form of reputation itself to arrive at the central theme of reputational engineering: reputation measurement and reputation building. Andrea Barchiesi’s work, however, does not end here: equally important is the issue of reputational crises and so-called reputation warfare.
Andrea Barchiesi’s book is based on an idea: reputation is a primary asset that concerns everyone and everything; it can make and break fortunes. Put another way, this also means that reputation is a kind of license to operate without which civil society simply shuts down organisations that lack this quality. This risk is also amplified by the net and the new rules it has imposed but also by the acceleration of events and the possibility of obtaining huge amounts of data.
The author’s message is that reputational engineering creates the tools to understand this mass of data and order it according to strategic and value-based criteria; but that’s not all, because reputational engineering always transforms reputation into a positive trajectory for business and organisations in general. Andrea Barchiesi’s book ought to be read, and applied.
Ingegneria reputazionale. Comprendere, misurare e costruire la Reputazione
Andrea Barchiesi
Franco Angeli, 2024
A manual on reputational engineering has been published, a tool to first understand and then apply a particular quality of production organisations (and others)
Corporate reputation, as well as the reputation of the managers and people doing the business, is a complex, delicate issue, difficult to handle and important to address. It’s also a topic that has now assumed quantitative as well as qualitative aspects, to the extent of giving rise to a “reputational engineering” that merits exploration. Reading Ingegneria reputazionale. Comprendere, misurare e costruire la Reputazione (Reputational Engineering: understanding, measuring and building reputation) by Andrea Barchiesi serves precisely this purpose: delving into a business topic that lies between the culture of production, communication, marketing, human resources management and social responsibility more generally.
Reputation, then, is a subject that up to now has been complex but abstract, but today is instead measurable and malleable. This is what reputational engineering is for, which Barchiesi explains in great detail, starting with “15 principles on which to build a new communication”, because, it seems, reputation involves communication (and it couldn’t be otherwise). To better understand what needs to be done, Barchiesi immediately addresses the definition of reputation and then moves on to communication. The next step of the book concerns “reputational mass” and thus the form of reputation itself to arrive at the central theme of reputational engineering: reputation measurement and reputation building. Andrea Barchiesi’s work, however, does not end here: equally important is the issue of reputational crises and so-called reputation warfare.
Andrea Barchiesi’s book is based on an idea: reputation is a primary asset that concerns everyone and everything; it can make and break fortunes. Put another way, this also means that reputation is a kind of license to operate without which civil society simply shuts down organisations that lack this quality. This risk is also amplified by the net and the new rules it has imposed but also by the acceleration of events and the possibility of obtaining huge amounts of data.
The author’s message is that reputational engineering creates the tools to understand this mass of data and order it according to strategic and value-based criteria; but that’s not all, because reputational engineering always transforms reputation into a positive trajectory for business and organisations in general. Andrea Barchiesi’s book ought to be read, and applied.
Ingegneria reputazionale. Comprendere, misurare e costruire la Reputazione
Andrea Barchiesi
Franco Angeli, 2024