首页
登录
职称英语
The Reputation Institute, a consultancy, has revealed the results of its lat
The Reputation Institute, a consultancy, has revealed the results of its lat
游客
2023-12-31
8
管理
问题
The Reputation Institute, a consultancy, has revealed the results of its latest "Reptrack" Corporate Reputation Survey Various spokespersons took the opportunity to
hammer home
the importance of managing reputation. Reputation is so important these days, they said, that we live in nothing less than a "reputation economy".
The launch of the British corporate-reputation survey was only one of a number of similar launches around the world; and a rapidly growing number of niche businesses, such as Reputation Defender, give people advice on managing their online reputations. For example, they offer tips on how to push positive items up the Google ranking and
neutralize
negative ones.
A fast growing discipline and corporate necessity, reputation management is widely acknowledged as a valuable intangible asset which can be one of the most important sources of competitive edge in a fiercely competitive market. In 2011, controversy around the Taco Bell restaurant chain arose when public accusations were made that their "seasoned beef product was made up of only 35% real beef. A class action lawsuit was filed by the law firm Beasley Allen against Taco Bell. The suit was voluntarily withdrawn with Beasley Allen citing that "From the beginning of this case, we stated that if Taco Bell would make certain changes regarding disclosure and marketing of its ’seasoned beef product, the case could be dismissed." Taco Bell responded to the case being withdrawn by launching a reputation management campaign titled "Would it kill you to say you’re sorry?" that ran advertisements in various news outlets in print and online.
It is easy to see why so many bosses are such eager consumers of this kind of advice. The market value of companies is increasingly determined by things you cannot touch: their brands and their intellectual capital, for example, rather than their factories or fleets of trucks. The idea of "reputation economy" makes intuitive sense: Facebook is worth more than General Motors. At the same time, reputation is getting ever harder to manage. Non-Governmental Organizations can turn on a company in an instant and accuse it of racism or crimes against the environment. Customers can trash its products on Twitter. The objection to the reputation industry is that it depends on a naive view of the power of reputation: that companies with positive reputations will find it easier to attract customers and survive crises. But tobacco companies make vast profits despite their awful reputations.
The biggest problem
with the reputation industry, however, is its central idea: that the way to deal with potential threats to your reputation is to work harder at managing your reputation. The opposite is more likely: The best strategy may be to think less about managing your reputation and concentrate more on producing the best products and services you can. Many successful companies, such as Amazon, Costco, Southwest Airlines and Zappos, have been notable for their intense focus on their core businesses, not for their fancy marketing. If you do your job well, customers will say nice things about you and your products. In his autobiography, John Stuart Mill argued that the best way to attain happiness is not to make happiness your "direct end", but to fix your mind on something else. Happiness is the incidental by-product of pursuing some other worthy goal. The same can be said of reputation. [br] Which of the following is the most important in the eyes of reputation industry?
选项
A、Producing the best products.
B、Dealing with financial threats.
C、Having more investments.
D、Managing company brands.
答案
D
解析
比较判断。本题的命题“陷阱”是题干中的“in the eyes of reputation industry”,第五段第一句指出了声誉管理行业最关注的问题,即“to work harder at managing your reputation”,故选D。
转载请注明原文地址:https://www.tihaiku.com/zcyy/3320383.html
相关试题推荐
Asaresultoftheirfrequentlitters,rabbitshavethereputationofbeing_____
ManypeopleinWaleshaveanaffinitywithmusic.A、reputationforB、solubilityi
Asoundsystemofqualitycontrolhasbeeninstitutedinthecompany.A、construct
TheReputationInstitute,aconsultancy,hasrevealedtheresultsofitslat
TheReputationInstitute,aconsultancy,hasrevealedtheresultsofitslat
TheReputationInstitute,aconsultancy,hasrevealedtheresultsofitslat
TheReputationInstitute,aconsultancy,hasrevealedtheresultsofitslat
TheReputationInstitute,aconsultancy,hasrevealedtheresultsofitslat
Victorgainedareputationforbeinga________becauseheconstantlybulliedothe
FIFA’sreputationhasbeenseverelytarnishedbyrepeatedallegationsofvote-bu
随机试题
Forthispart,youareallowed30minutestowriteashortessayentitledEducat
销售额增幅最大的月份是()。 A.2月B.5月C.6月D.
采用现场喷涂或模板浇注有机类保温材料做外保温时,有机类保温材料应达到()后方可
NCCLS推荐尿比密测定的参考方法是A.比密计法 B.折射计法 C.浮力法
某山村8岁儿童,口腔健康检查发现第一恒磨牙均有浅中龋,决定采用非创伤性修复(AR
“工业、商业、旅游、娱乐和商品住宅等经营性用地以及同一土地有两个以上意向用地者的
治理失信 【背景链接】 党的十九大报告也从多个方面强调了诚信、
2006年5月,某镇农民甲、乙、丙三人因平时关系较好,他们商量每人出资3万元创办
关于税率的说法,错误的是()。A.在比例税率下,纳税人均适用同一税率 B.在
(2015年真题)依法必须采用工程量清单招标的建设项目,投标人需要采用而招标人不
最新回复
(
0
)