Anabel Tern�s und Christopher Runge zeigen am Beispiel Medical Care, dass es sich auszahlt, in eine hohe Reputation zu investieren. Unternehmen mit einem guten Ansehen k�nnen h�here Preise verlangen, Kunden gewinnen und binden, die besten Mitarbeiter f�r sich gewinnen und insbesondere in Krisenzeiten von ihrer Reputation als immateriellem Wert als Wettbewerbsvorteil zehren. Voraussetzung hierf�r ist ein systematisches, professionell begleitetes Reputationsmanagement, das gew�hrleistet, in Zukunft zu agieren statt nur zu reagieren. Gutes Reputationsmanagement erfordert einzelne, aufeinander abgestimmte Schritte, die sich gegenseitig perfekt erg�nzen – zum Aufbau, zum Erhalt und zur Verbesserung einer positiven Unternehmensreputation.

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Prof. Dr. Anabel Tern�s ist Gesch�ftsf�hrerin des Instituts f�r Nachhaltiges Management und Program Director f�r Kommunikationsmanagement, E-Business und Social Media Management an der SRH Hochschule Berlin. Dipl.-Betriebswirt Christopher Runge ist Gesch�ftsf�hrer und Gr�nder der R&R Unternehmensgruppe mit Sitz in Berlin und Z�rich.

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