Imagem corporativa: uma vantagem competitiva sustentável

Gomes, Mauro Tapias; Sapiro, Arão

doi:10.1590/S0034-75901993000600009

Image; Corporate lmage; reputation; belief; attitude; stereotypes; value; perception; image factors; corporate identity; image; change process; image management; ethics

Imagem; Imagem Corporativa; crença; atitude; estereótipos; valor; percepção; fatores de imagem; identidade corporativa; processo de mudança de imagem; gerenciamento da imagem; ética

PESQUISA BIBLIOGRÁFICA

Imagem corporativa - uma vantagem competitiva sustentável

Mauro Tapias Gomes^I; Arão Sapiro ^II

^IProfessor do Departamento de Administração Geral e Recursos Humanos da EAESP/FGV

^IIMestre e Doutorando em Administração pela Fundação Getúlio Vargas, Professor Universitário da UNIP e FASP, Conferencista e Consultor Especializado na área de Competitividade

Palavras-chave: Imagem, Imagem Corporativa, crença, atitude, estereótipos, valor, percepção, fatores de imagem, identidade corporativa, processo de mudança de imagem, gerenciamento da imagem, ética.

Key words: Image, Corporate lmage, reputation, belief, attitude, stereotypes, value, perception, image factors, corporate identity, image, change process, image management, ethics.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

REFERÊNCIAS BIBLIOGRÁFICAS

Heraldo Vasconcellos - Bibliotecário Supervisor do Serviço de Processos Técnicos da Biblioteca Karl A. Boedecker da EAESP/FGV.

OBSERVAÇÕES

A pesquisa foi realizada no acervo da Biblioteca da EAESP / FGV, e as referências foram organizadas por categorias (livros e periódicos), e dentro das quais as mesmas aparecem em ordem cronológica decrescente e em ordem alfabética dentro de cada ano. As referências precedidas de asterisco estão disponíveis no acervo da Biblioteca mediante Sistema de Empréstimo entre Bibliotecas ou comutação bibliográfica (COMUT).

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044. BRUNELLI, Richard. Ayer gears up for 30-million GM corporate image campaign. Mediaweek, Brewster, v. 2, p. 3, May 18 1992.
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047. CASEY, Donald. A company by any other name. Across the Board, New York, v. 29, p. 56-7, June 1992.
048. CHIASSON, GaiJ. Nissan stepped into new order (focus on customer satisfaction; Canada). Marketing (Maclean Hunter), Toronto, v. 97, p. 14, Nov. 9 1992.
049. CLARK, Gary L., KAMINSKI, Peter F., RINK, David R. Consumer complaints: advice on how companies should respond based on an empirical study. Journal of consumer Marketing, Denville, v. 9, p. 5-14, Summer 1992.
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051. *ETTORRE, Barbara. Corporate identity: names people play. Management Review, Saranac Lake, v. 81, n. 11, p. 6, Nov. 1992.
052. FERNBERG, Patricia M. What's your commitment to facility management? (editorial). Modern Office Technology, Cleveland, v. 37, p. 10, Dec. 1992.
053. GRAHAM, Marcus. On-hold recordings build your company's image. Telemarketing, Norwalk, v. 11, p. 28-9, Aug. 1992.
054. HAZEL, Debra. A company by any other name (name changes among real estate firms linked to corporate A&M). Chain Store Age Executive with Shopping Center Age, New York, v. 68, p. 68, Sept. 1992.
055. HEATON JR., Eugene E. Telephone research measures effectiveness of corporate advertising. Public Relations Journal, New York, v. 48, p. 31, Oct. 1992.
056. HEDDEN, Bob. Image is everything. Fueloil & Oil Heat, Fairfield, v. 51, p. 23-4, Apr. 1992.
057. HEMMING, Brian. Protecting your image: handle people with care in downsizing. Marketing (Maclean Hunter), Toronto, v. 97, p. 26, Feb.17 1992.
058. *HIGGINS, Richard B., Bannister, Brendan D. How corporate communication of strategy affects share price. Long Range Planning, Oxford, v. 25, n. 3, p. 27-35, June 1992.
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060. HUDSON, Jerry E. What image should we project? Security Management, Arlington, v.36, p. 106+, Feb. 1992.
061. HUHN, Mary. AT&T plans big campaign to change its corporate image. Mediaweek, Brewster, v. 2, p. 4, May 25 1992.
062. * JABEN, Jan. The Olympic incentive (business-to-business marketing). Business Marketing, Chicago, v. 77, n. 1, p. 25, Jan. 1992.
063. * Japan Inc. gives at the office. Fortune, New York, v. 125, n. 5, p. 18, Mar. 9 1992.
064. * JOHNSON, Bradley. Nestle unifies image (corporate ad campaign). Advertising Age, Chicago, v. 63, p. 3+, Oct. 26 1992.
065. JOHNSON, Richard. RX-7's Kobayakawa tackles Mazda image (general manager of corporate communications division). Automotive News, Detroit, p. 8, Aug. 24 1992.
066. LAMARRE, Daniel. Keep humans centre stage (communications surrounding corporate shutdowns). Marketing (Maclean Hunter), Toronto, v. 97, p. 28, Feb. 17 1992.
067. LAMONS, Bob. If you don't care about your company image, no one will. Marketing News, Chicago, v. 26, p. 13, June 8 1992.
068. LEFTON, Terry. Ad hike to fuel first image blitz (Epson America). Brandweek, New York, v. 33, p. 2, Oct. 5 1992.
069. ______ AT&T sets out to change its look (huge image campaign set for early 1993). AdWeek's Marketing Week, New York, V. 33, p. 5, May 25 1992.
070. ______ Band tour set for next year (MasterCard College Music Tour). Brandweek, New York, V. 33, p. 4, Nov. 23 1992.
071. ______ Ma Bell faces up to her generation gap (AT& T's campaign to young adults will position it as high-tech innovation leader). AdWeek's Marketing Week, New York, V. 33, p. 18-19, June 22 1992.
072. *LEVINE, Joshua. Think New Zealand (government uses a new logo to harpen its image). Forbes, New York, V. 149, n. 12, p. 74, June 8 1992.
073. Logo updates Ethan Allen: identity program gives company new image. Chain Store Age Executive with Shopping Center Age, New York, V. 68, p. 88+, July 1992.
074. MASKERY, Mary Ann. Toyota shuffles managers, touts kinder attitude. Automotive News, Detroit, p. 6, Oct. 5 1992.
075. *MEAD, Tim. Selling at the top (role of information managers in computer technology purchasing decisions; editorial). Datamation, Denver, V. 38, n. 6, p. 96, Mar. 15 1992.
076. MEDCALF, Laura. CEOs who sell: corporate bosses lend a new face to brand advertising (Canada). Marketing (Maclean Hunter), Toronto, V. 97, p. 1+, Jan. 13 1992.
077. MELIA, Marilyn. New banking names build a better image (savings institutions' corporate identity programs). Savings Institutions, Chicago, V. 113, p. 47, Nov. 1992.
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132. MCKENNA, Joseph F. What's your sign? Global markets place a renewed emphasis on the need for a solid corporate identity. Industry Week, Cleveland, V. 240, p. 27-8, Feb. 41991.
133. MORRIS, George M. Bankers use public relations as survival strategy (bad press has hurt industry's image). Public Relations Journal, New York, V. 47, p. 7+, Sept. 1991.
134. O'KEEFE, William F. API's O'Keefe: environment still top issue for U.S. industry (comment). Oil & Gas Journal, Tulsa, V. 89, p. 140-1, May 6 1991.
135. PATRICK, Ken L. Effluent monsters bad for industry image (O. Seltzer's novel Prophecy distorts public perception of paper industry), Pulp & Paper, San Francisco, V. 65, p. 7, Feb. 1991.
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137. Presenting multiple images (A&P and MetroMarkets supermarkets). Progressive Grocer, Stamford, v. 70, p. 33, June 1991.
138. ROSENDAHL, Iris. No maybes! lt's Maybelline's time for brand changes. Drug Topics, Oradell, v. 135, p. 62, Oct. 14 1991.
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140. *SERAFIN, Raymond, HORTON, Cleveland. Safety themes aim at boomers: auto ads follow Volvo, Chrysler lead. Advertising Age, Chicago, v. 62, p. 1 +, June 3 1991.
141. SHELL, Adam. Designing messages: how annual reports reflect your image. Public Relations Journal, New York, v. 47, p. 14-17, Oct. 1991.
142. *SKORPEN, Erling. Images of the environment in corporate America. Journal of Business Ethics, Guelph, v. 10, n. 9, p. 687-97, Sept. 1991.
143. SMALL, William J. Exxon Valdez: how to spend billions and still get a black eye (portrayal in the mass media). Public Relations Review, Silver Springs, v. 17, p. 9-25, Spring 1991.
144. *SPROUT, Alison L. America's most admired corporations (ninth annual corporate reputations survey). Fortune, New York, v. 123, n. 3, p. 38-42, Feb. 11 1991.
145. *STEENKAMP, Jan-Benedict E. M., Wedel, Michel. Segmenting retail markets on store image using a consumer-based methodology (fuzzy clusterwise regression analysis). Journal of Retailing, New York, v. 67, n. 3, p. 300-20, Fall 1991.
146. STERNBERG, Ron. Making up a face to fit (corporate identity programs in Japan). Asian Business, New York, v. 27, p. 55-6, April 1991.
147. SUBRAMANIAN, Dilip. French tobacco company polishes its image (Seita). Marketing (Maclean Hunter), Toronto, v. 96, p. 34, Sept. 16 1991.
148. TOMLINSON, William H., Paulson, Steven K., Arai, Foji. Company identity, quality improvement, and labor-management relations in Danish, ltalían, Japanese, Scottish, and U.S. firms. National Productivity Review, New York, v. 10, p. 129-44, Spring 1991.
149. VOGL, A. J. Corporate identity: do we have it ali wrong? (interview with design consultant W. Olins). Across the Board, New York, v. 28, p. 29-34, Mar. 1991.
150. WARNER, Fara. What's happening at Del Monte Foods? (departure of marketing VP G. Pace). AdWeek's Marketing Week, NewYork, v. 32, Nov.181991.
151. WEINSTEIN, Steve. Image is reality (strong image is key to supermarket success). Progressive Grocer, Stamford, v. 70, p. 31-4, June 1991.
152. WILSON, Marianne. Sears bets its future on updated design: retailer tries to tempt customers with new image, merchandise mix. Ghain Store Age Executive with Shopping Genter Age, New York, v. 67, p. 64-6, Oct. 1991.
153. *WOUDHUYSEN, James. Making a clear impression. Management Today, London, p. 115, Mar. 1991.
154. ZACK, Jettrey. The hullabaloo over boycott ballyhoo (INFACT boycott against GE). Business and Society Review, Stroudsburg, V. 78, p. 9-15, Summer 1991.
155. BADARACCO, Claire. Publicity and modern influence. Public Relations Review, Silver Springs, v. 16, p. 5-18, Fall1990.
156. *BROWN, Paul B. Image building (R. Vernon, owner of West Point Market). Inc., Boulder, V. 12, n. 12, p. 164+, Dec. 1990.
157. *BUTLER, Daniel. A deeper shade of green. Management Today, London, p. 749, June 1990.
158. BUTTER, Stan. CIL changeover spurs positive image campaign (Canadian Industries Ltd.'s restructuring and acquisition by Imperial Chemical Industries). Marketing (Maclean Hunter), Toronto, V. 95, p. 21 +, Nov. 26 1990.
159. COLFORD, Steven W. Bozell's Bell takes 2nd term at AAF (American Advertising Federation chairman D. Bell). Advertising Age, Chicago, V. 61, p. 53, June 11 1990.
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Datas de Publicação

Publicação nesta coleção
12 Jun 2013
Data do Fascículo
Dez 1993

This work is licensed under a Creative Commons Attribution 4.0 International License.

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[121] 121. HICKS, Jennifer. Corporate makeover (identity overhaul and advertising; PIP Printing). American Printer, Chicago, v. 207, p. 46-8, May 1991.

[122] 122. HILL, Timothy H. Marketing strategies: when less is more. Small Business Reports, Monterey, v. 16, p. 12-15, May 1991.

[123] 123. IYER, Easwar S., DEBEVEC, Kathleen. Origin of rumor and tone of message in rumor quelling strategies. Psychology & Marketing, New York, v. 8, p. 161-75, Fall 1991.

[124] 124. KEKST, Gershon, FREITAG, Michael. Passing the public scrutiny test (preparing for public support in times of crisis). Public Relations Quarterly, Rhinebeck, v. 36, p. 78, Fall 1991.

[125] 125. KING, Stephen. Brand-building in the 1990s (service based company brands). Journal of Consumer Marketing, Denville, v. 8, p. 43-52, Fall 1991.

[126] 126. KNOLL JR., Herbert E., TANKERSLEY, Clint B. Your people can't sell if they look like hell. Sales and Marketing Management, Southeastern, v. 143, n. 3, p. 73-5, Mar. 1991.

[127] 127. _________ Building a better image (corporate positioning). Sales and Marketing Management, Southeastern, v. 143, n. 2, p. 70-3+, Feb. 1991.

[128] 128. LABAR, Gregg. Citizen Carbide? (Union Carbide aims to be leader in safety and environmental performance). Occupational Hazards, Cleveland, V. 53, p. 33-5+, Nov.1991.

[129] 129. *LAWRENCE, Jennifer, HORTON, Cleveland. British Air talks to northwest: alliance would give flight to global carrier. Advertising Age, Chicago, V. 62, p. 1 +, Oct. 14 1991.

[130] 130. LUBLINER, Murray J. The age of transnational identity (corporate identity). Public Relations Quarterly, Rhinebeck, V. 36, p. 23-4, Winter 1991/1992.

[131] 131. ______ Corporate ID policies need overhaul for '90s. Marketing News, Chicago, V. 25, p. 4+, Oct. 28 1991.

[132] 132. MCKENNA, Joseph F. What's your sign? Global markets place a renewed emphasis on the need for a solid corporate identity. Industry Week, Cleveland, V. 240, p. 27-8, Feb. 41991.

[133] 133. MORRIS, George M. Bankers use public relations as survival strategy (bad press has hurt industry's image). Public Relations Journal, New York, V. 47, p. 7+, Sept. 1991.

[134] 134. O'KEEFE, William F. API's O'Keefe: environment still top issue for U.S. industry (comment). Oil & Gas Journal, Tulsa, V. 89, p. 140-1, May 6 1991.

[135] 135. PATRICK, Ken L. Effluent monsters bad for industry image (O. Seltzer's novel Prophecy distorts public perception of paper industry), Pulp & Paper, San Francisco, V. 65, p. 7, Feb. 1991.

[136] 136. _____ . Effluent monsters bad for industry image. Pulp & Paper, San Francisco, v. 65, p. 7, Mar. 1991.

[137] 137. Presenting multiple images (A&P and MetroMarkets supermarkets). Progressive Grocer, Stamford, v. 70, p. 33, June 1991.

[138] 138. ROSENDAHL, Iris. No maybes! lt's Maybelline's time for brand changes. Drug Topics, Oradell, v. 135, p. 62, Oct. 14 1991.

[139] 139. *SCHROEDER, Michael, KAPSTEIN, Jonathan. Charity doesn't begin at home anymore (multinationals' philanthropy). Business Week, New York, n. 3192-522, p. 43, Feb. 25 1991.

[140] 140. *SERAFIN, Raymond, HORTON, Cleveland. Safety themes aim at boomers: auto ads follow Volvo, Chrysler lead. Advertising Age, Chicago, v. 62, p. 1 +, June 3 1991.

[141] 141. SHELL, Adam. Designing messages: how annual reports reflect your image. Public Relations Journal, New York, v. 47, p. 14-17, Oct. 1991.

[142] 142. *SKORPEN, Erling. Images of the environment in corporate America. Journal of Business Ethics, Guelph, v. 10, n. 9, p. 687-97, Sept. 1991.

[143] 143. SMALL, William J. Exxon Valdez: how to spend billions and still get a black eye (portrayal in the mass media). Public Relations Review, Silver Springs, v. 17, p. 9-25, Spring 1991.

[144] 144. *SPROUT, Alison L. America's most admired corporations (ninth annual corporate reputations survey). Fortune, New York, v. 123, n. 3, p. 38-42, Feb. 11 1991.

[145] 145. *STEENKAMP, Jan-Benedict E. M., Wedel, Michel. Segmenting retail markets on store image using a consumer-based methodology (fuzzy clusterwise regression analysis). Journal of Retailing, New York, v. 67, n. 3, p. 300-20, Fall 1991.

[146] 146. STERNBERG, Ron. Making up a face to fit (corporate identity programs in Japan). Asian Business, New York, v. 27, p. 55-6, April 1991.

[147] 147. SUBRAMANIAN, Dilip. French tobacco company polishes its image (Seita). Marketing (Maclean Hunter), Toronto, v. 96, p. 34, Sept. 16 1991.

[148] 148. TOMLINSON, William H., Paulson, Steven K., Arai, Foji. Company identity, quality improvement, and labor-management relations in Danish, ltalían, Japanese, Scottish, and U.S. firms. National Productivity Review, New York, v. 10, p. 129-44, Spring 1991.

[149] 149. VOGL, A. J. Corporate identity: do we have it ali wrong? (interview with design consultant W. Olins). Across the Board, New York, v. 28, p. 29-34, Mar. 1991.

[150] 150. WARNER, Fara. What's happening at Del Monte Foods? (departure of marketing VP G. Pace). AdWeek's Marketing Week, NewYork, v. 32, Nov.181991.

[151] 151. WEINSTEIN, Steve. Image is reality (strong image is key to supermarket success). Progressive Grocer, Stamford, v. 70, p. 31-4, June 1991.

[152] 152. WILSON, Marianne. Sears bets its future on updated design: retailer tries to tempt customers with new image, merchandise mix. Ghain Store Age Executive with Shopping Genter Age, New York, v. 67, p. 64-6, Oct. 1991.

[153] 153. *WOUDHUYSEN, James. Making a clear impression. Management Today, London, p. 115, Mar. 1991.

[154] 154. ZACK, Jettrey. The hullabaloo over boycott ballyhoo (INFACT boycott against GE). Business and Society Review, Stroudsburg, V. 78, p. 9-15, Summer 1991.

[155] 155. BADARACCO, Claire. Publicity and modern influence. Public Relations Review, Silver Springs, v. 16, p. 5-18, Fall1990.

[156] 156. *BROWN, Paul B. Image building (R. Vernon, owner of West Point Market). Inc., Boulder, V. 12, n. 12, p. 164+, Dec. 1990.

[157] 157. *BUTLER, Daniel. A deeper shade of green. Management Today, London, p. 749, June 1990.

[158] 158. BUTTER, Stan. CIL changeover spurs positive image campaign (Canadian Industries Ltd.'s restructuring and acquisition by Imperial Chemical Industries). Marketing (Maclean Hunter), Toronto, V. 95, p. 21 +, Nov. 26 1990.

[159] 159. COLFORD, Steven W. Bozell's Bell takes 2nd term at AAF (American Advertising Federation chairman D. Bell). Advertising Age, Chicago, V. 61, p. 53, June 11 1990.

[160] 160. *COLLlNS, Ray, MAGID, Renee Y. Work and family: how managers can make a difference. Personnel, Saranac Lake, V. 67, n. 7, p. 14-19, July 1990.

[161] 161. *EISENHART, Tom. There's gold in that garbage! (recycled product marketing). Business Marketing, Chicago, V. 75, n. 11, p. 20-2+, Nov. 1990.

[162] 162. *FOMBRUN, Charles, SHANLEY, Mark. What's in a name? Reputation building and corporate strategy. Academy of Management Journal, Ada, V. 33, n. 2, p. 233-58, June 1990.

[163] 163. FUSCO, Mary Ann Castronovo. Increasing numbers of employers are learning that helping employees with preretirement planning makes good business sense. Employment Relations Today, New York, V. 17, p. 165-8, Summer 1990.

[164] 164. GREY, Ronald J., GELFOND, Peter. Corporate culture & Canada's international competitiveness. The Ganadian Business Review, Ottawa, V. 17, p. 21-5, Winter 1990.

[165] 165. GROSS, Amy E. How Popeyes and Reebok confronted product rumors. AdWeek's Marketing Week, New York, V. 31, p. 27+, Oct. 22 1990.

[166] 166. HORTON, Cleveland. Daihatsu: small, proud of it (corporate image campaign). Advertising Age, Chicago, V. 61, p. 24, Nov. 5 1990.

[167] 167. ________ . Mitsubishi's image is upwardly mobile (brand-building ad campaign targeting affluent market). Advertising Age, Chicago, V. 61, p. 2, Sept. 3 1990.

[168] ¹⁶⁸
168. *IBM: all the world's an executive suite (telecommunications division headquarters moves to London). The Economist, London, V. 317, n. 7684, p. 76-7, Dec. 8 1990.

[169] 169. * JARLEY, Paul, MARANTO, Cheryl L. Union corporate campaigns: an assessment. Industrial and Labor Relations Review. Ithaca, V. 43, n. 5, p. 505-24, July 1990.

[170] 170. *KAPP, Sue. The man behind the corporate voice (interview with Siegel & Gale's A. Siegel). Business Marketing, Chicago, v. 75, n. 11, p. 82+, Nov. 1990.

[171] 171. KING, Gail. Guilty until proven innocent (Cincinnati Bell's defamation suit vs. L. Gates and R. Draise). Across the Board, New York, v. 27, p. 40-7, Nov. 1990.

[172] 172. LAKE, David. Morita's secret weapon (Sony chairman turns to consultant S. Munekata for advice), Asian Business, New York, v. 26, p. 6, Oct. 1990.

[173] 173. *Leaders of the most admired (eighth annual corporate reputations survey). Fortune, New York, v. 121, n. 3, p. 22-28, Jan. 29 1990.

[174] 174. *LEVY, Liz. Brand aid for Britain (corporate ad expenditures). Management Today, London, p. 101-4, Sept. 1990.

[175] 175. *LOUVIERE, Jordan J., JOHNSON, Richard D. Reliability and validity of the brand-anchored conjoint approach to measuring retailer images. Journal of Retailing, New York, v. 66, n. 4, p. 359-82, Winter 1990.

[176] 176. MARKEN, G. A. Corporate image-we ali have one, but few work to protect and project it, Public Relations Duarterly, Rhinebeck, v. 35, p. 21-3, Spring 1990.

[177] 177. MARNEY, Jo. Visibility: the key to public acceptance (corporate image advertising). Marketing (Maclean Hunter), Toronto, v. 95, p. 8, June 11 1990.

[178] 178. MILLER, Cheryl D. Building a corporate ID. Black Enterprise, Harlan, v. 20, p. 295-6+, June 1990.

[179] 179. MOORE, Michael. Compensation (CEO wealth and anticorporate sentiment). Business Month, New York, v. 136, p. 36-7, Oct. 1990.

[180] 180. NELMS, Douglas. Changing images can mean changing fortunes (airline identity and image including painted logos on aircraft). Air Transport World, Cleveland, v. 27, p. 70-2+, Oct. 1990.

[181] 181. *PARRY, John. PR's bull market. International Management (Europe edition), Berkshire, v. 45, n. 9, p. 50-3, Oct. 1990.

[182] 182. PAUL, Karen. Kodak's picture-perfect PR (failure to report chemical spills). Business and Society Review, Stroudsburg, v. 75, p. 15-19, Fall 1990.

[183] 183. Public radio gears up for recession. Broadcasting, Washington, v. 119, p. 36, Nov. 1990.

[184] 184. RIDEELI, Ken. Logging firm bids for better image in B.C. (MacMillan Bloedel's corporate image campaign; British Columbia). Marketing (Maclean Hunter), Toronto, v. 95, p. 7, Oct. 8 1990.

[185] 185. RUBIN, Maureen. Threat to corporate image advertising left unresolved (judge's ban on Northrop ads to preserve juror's impartiality). Public Relations Journal, New York, v. 46, p. 37+, Sept. 1990.

[186] 186. SERAFIN, Raymond, HORTON, Cleveland. Detroit's goal: quick image change (corporate campaigns from General Motors and Chrysler). Advertising Age, Chicago, v. 61, p. 20-1, May 21 1990.

[187] 187. *SMITH, Patrick J. How to present your firm to the world. Journal of Business Strategy, Boston, v. 11, n. 1, p. 32-6, Jan./Feb. 1990.

[188] 188. *SMITH, Sarah. America's most admired corporations (8th annual corporate reputations survey). Fortune, New York, v. 121, n. 3, p. 30-42+, Jan. 29 1990.

[189] 189. SNYDER, Adam. Japan fights back (countermarketing strategy that relies on corporate advertising and local philanthropy). AdWeek's Marketing Week, New York, v. 31, p. 24-5+, Dec. 3 1990.

[190] 190. SRODES, James. Corporations discover it's good to be good (ethics). Business and Society Review, Stroudsburg, v. 74, p. 57-60, Summer 1990.

[191] 191. THOMAS, Tom E. Plum Creek's chainsaw massacre (timber company is ripe for regulation). Business and Society Review, Stroudsburg, v. 75, p. 43-7, Fall 1990.

[192] 192. TOWNSEND, Bickley. Cashing in on corporate identity (interview with Lippincott & Margulies' chairman and CEO C. Chajet). American Demographics, Boulder, v. 12, p. 42-3, July 1990.

[193] 193. WHITTEMORE, Meg. Looking good, selling better (redesigning your firm's packages or corporate identity). Nation's Business, Washington, v. 78, p. 42-3, May 1990.

[194] 194. *BERTRANO, Kate. U.S. products rank lower in Europe study (corporate image study), Business Marketing, Chicago, v. 74, n. 9, p. 33, Sept. 1989.

[195] 195. GARFIELD, Bob. Cliches endow IBM with corporate soul (corporate image ads), Advertising Age, Chicago, v. 60, p. 86, May 1 1989.

[196] 196. HIGGINS, Kevin T. Company changes name to shed an undeserved image as polluter (Fluorocarbon Co.). Marketing News, Chicago, v. 23, p. 5, Oct. 9 1989.

[197] 197. HOOK, Sallie. Remember location, location, location? Forget it, now it's image, image, image. Marketing News, Chicago, v. 23, p. 3, Dec. 4 1989.

[198] 198. HUME, Scott. A new personality: Burger King cozies up to consumers. Advertising Age, Chicago, v. 60, p. 1+, Oct. 2 1989.

[199] 199. LEVIN, Gary. Rebuilding an identity: Rosenshine returns to run BBDO and solve its problem of emotion. Advertising Age, Chicago, v. 60, p. 41, May 1 1989.

[200] 200. *SARVIS, Michael J. What to look for in a new office facility. Journal of Business Strategy, Boston, v. 10, n. 4, p. 10-14, July/August 1989.

[201] 201. *FRASCA, Ralph, SCHNEIDER, Mary. Press relations: a 14-point plan for enhancing the public image of health care institutions. Health Care Management Review, Gaithersburg, v. 13, n. 4, p. 49-57, Fall 1988.

[202] 202. HORTON, Cleveland. Nissan ads get real: new "human race" drive tries to correct mistakes (corporate image ad by Chiat/Day). Advertising Age, Chicago, v. 59, p. 1 +, Oct. 3 1988.

[203] 203. *PANITZ, Eric. Distributor image and marketing strategy. Industrial Marketing Management, New York, v. 17, n. 4, p. 315-23, Nov. 1988.

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Imagem corporativa: uma vantagem competitiva sustentável

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