Achieving a strategic, integrated approach to corporate reputation measurement. Data overload and the quest for insight

This paper focuses on an integrated and holistic approach to reputation management. This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key studies to deliver strategically significant and actionable insights and understanding into the company’s performance on issues such as reputation and brand health.

Achieving a Strategic, Integrated Approach to Corporate Reputation Measurement

Data Overload and the Quest for Insight

Raymond HeathTelco SA, South Africa

INTRODUCTION

The Telco is one of South Africa's leading communications service providers with a fixed-line and cellular market share, servicing more than 18 million telecommunication customers countrywide. The company listed in March 2003 through a listing of shares on the Johannesburg Securities and New York Stock Exchanges. The listing and the deregulation of telecommunication in South Africa resulted in an increasingly competitive marketplace.

During this complex and dynamic phase of its history, the Telco needs to cater for...

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