Best in brief: How to make friends and influence people

This 'Best in Brief' item is a synopsis of a paper from Business Horizons examining 'impression management' and its importance in buyer-seller relationships in business.

Best In Brief

Business Horizons: how to make friends and influence people

David Strutton andTerence L. Holmes

Summary: Douglas West University of Westminster

The ability to create and sustain favourable impressions enables many companies to survive, flourish and weather threats that can cause other firms serious problems. Thus the image and market share of Johnson & Johnson's Tylenol recovered strongly in the mid1980s after product tampering caused several deaths. The company was not to blame and it managed its image extremely well. In contrast, Ford and Firestone entered a bitter public feud over problems with the Explorer,...

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