strategies for building your company's most valuable asset Diermeier, Daniel. creator text bibliography nyu New York McGraw-Hill c2011 2011 1st ed. monographic eng

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xviii, 295 p. : ill. ; 24 cm. Thomas off the rails : the decisive moment and how to miss it -- Mercedes and the Moose : brand management beyond customers -- Shell turns on the water cannons : the growing impact of the second circle -- Of shower curtains and waste baskets : perks, scandals, and moral outrage -- The Katrina chronicles : doing the right thing and getting credit for it -- The terminator gene : from outrage to fear -- Beat the grim reaper : strategic anticipation and the management of reputational risk -- The aim team : how to build a sixth sense -- Andersen before the fall : values, culture, and the teachable moment -- Conclusion: the finger on the trigger : linking the two items on the CEO's agenda or how to build reputation management capabilities. by Daniel Diermeier. Includes bibliographical references (p. 253-290) and index. CED Corporations Finance Risk management HG4026 .D54 2011 659.2 9780071763745 (alk. paper) 2010052537 DLC 151228 20151228200129.0 30747