Shaping the Corporate Image

MARION G. SOBOL is Professor of Management Information Science at the Edwin L. Cox School of Business at Southern Methodist University. Her research focuses on labor force, economic performance, computerization, statistics, and quality issues. She is co-author of three books and publishes regularly in such journals as Information and Management, Review of Economics and Statistics, Social Science Quarterly, Journal of Human Resources, and Review of Business and Economic Research.GAIL E. FARRELLY is Associate Professor of Accounting at Rutgers University. Her research focuses on financial reporting issues and on the perception, analysis, and disclosure of investment risk. An expert in behavioral finance, she has served as a Visiting Scholar at Batterymatch Financial Management, where she did research on the risk tolerance of institutional investors. She has published in such journals as The Accounting Review, Financial Analysts Journal, Financial Management, and The Journal of Portfolio Management.JESSICA S. TAPER is a public relations specialist in Dallas, Texas. She has worked for a noted international public relations agency, an advertising firm, a university public information office, a municipal agency, and a national public accounting firm. She is a graduate of the University of Texas with a Bachelor of Journalism degree in the Public Relations sequence.

• Introduction Review of Fortune Corporate Reputation Studies Academic Studies of Corporate Reputation: Origins and Effects Survey of PR Practitioners and Specialists Opinions of the CEO Building a Good Reputation as a Help in Attracting Quality Workers Building a Reputation for Quality of Products and Services Financial Soundness and Corporation Reputation Corporate Identity, Corporate Visibility and Reputation in the Community Improving Corporate Reputation Now and in the Future: A Checklist Index