The Masso Quarterly N6: Building intangible asset with corporate reputation
Người viết: Webmaster
27/07/2008
It is unquestionable to ask how important corporate reputation is! Whatever companies do is to create and maintain the reputation to stakeholders. However there is a big misunderstanding between corporate reputation and corporate communication, which is often indifferently perceived by Vietnamese companies. Companies could drive its reputation on the basis of good investment return, sustainable business growth and well risk management. On the other hand, corporate communication serves as the liaison between an organization and the public...
Vietnamese companies sometimes aim to build its market values by spending money on corporate communication activities rather than paying attention to creating their intrinsic values. The Masso Quarterly N6, therefore, would like to call an attention to this issue, particularly to good corporate governance, corporate social responsibility (CSR), and corporate branding as a whole.
It is unquestionable to ask how important corporate reputation is! Whatever companies do is to create and maintain the reputation to stakeholders. However there is a big misunderstanding between corporate reputation and corporate communication, which is often indifferently perceived by Vietnamese companies. Companies could drive its reputation on the basis of good investment return, sustainable business growth and well risk management. On the other hand, corporate communication serves as the liaison between an organization and the public...
