Corporate Positioning: How to Assess–and Build–A Company’s Reputation

Case Solution

Thomas J. Kosnik
Harvard Business School ()

Provides a framework for evaluating and improving the reputation of an organization. It indicates two dimensions of the image of a company: visibility and credibility. It discusses several critical points that need to be addressed when creating an image. Finally, it provides an assessment of how well the various marketing tactics are building visibility and credibility. Based on observations of corporate positioning issues in five industries: business consulting, public accounting, computer hardware, computer software, and systems integration.

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