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RESEARCH = UNDERSTANDING ASSUMPTIONS
Every act of management rests upon assumptions about the world in which it operates. These assumptions range from the universal to the particular. One thing is common to these assumptions: they are all concerned with the behavior or the beliefs, opinions, perceptions, and attitudes of people largely unknown to managers. The success of management depends upon its ability to make the right assumptions. There is therefore a premium on understanding, and, therefore, research. Research is, or should be, related to decision-making and is only worthwhile if it enables better decisions to be made than would otherwise have been the case.
MEASURING REPUTATION EQUITY
Measurement is the heart of any improvement process. If something cannot be measured, it cannot be improved. Effectively assessing corporate reputation equity involves assessing a company’s reputation among various stakeholders. Since reputation is perception, it is perception that must be measured. This argues for the assessment of corporate reputation in multiple areas, in ways that are qualitative, and quantitative.