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The essay will analyze the method Inner Mongolia Mengniu Dairy Co. Ltd.(Mengniu Dairy) had employed to build its corporate reputation in the past and will bring up some suggestions about its methods and strategies.

论文作者:佚名论文属性:课程作业 Coursework登出时间:2009-11-12编辑:steelbeezxp点击率:20419

论文字数:300论文编号:org200911121552279851语种:英语 English地区:英国价格:免费论文

附件:模板org.pdf

关键词:essayInner Mongolia Mengniu Dairy Co LtdMengniu Dairycorporate reputationmethodsstrategies

The essay will analyze the method Inner Mongolia Mengniu Dairy Co. Ltd.(Mengniu Dairy)  had employed to build its corporate reputation in the past and will bring up some suggestions about its methods and strategies.

1.        Introduction
Nowadays, because of the advancement of society, such as new media and technology, it is an undeniable fact that corporations have to face more challenges and risks when they are trying to build, maintain and protect their reputation. Therefore, how to manage their corporation image is one of the most important problems for many corporations worldwide and this is especially a problem with some famous international names. At the same time, corporation reputation management is also a prevalent academic research topic. A great deal of scholars, such as Gray Davies and Charles Fombrun, had made contribution to the development of this topic. The essay will analyze the method Inner Mongolia Mengniu Dairy Co. Ltd.(Mengniu Dairy)  had employed to build its corporate reputation in the past and will bring up some suggestions about its methods and strategies.

There are three main reasons why this essay takes Mengniu Dairy as the sample to do the analysis:
1)        As one of the biggest dairy manufacturers in China,Mengniu Dairy has been dominating the domestic dairy sales for many years.
2)      Mengniu Dairy is a rising company. Founded in 1999, it took Mengniu only 8 years to secure its leadership in China’s diary industry.  The important reason why Mengniu Dairy could obtain this surprising achievement is its prominent success in building its corporation reputation.
3)        Mengniu Dairy’s reputation has just experienced a fatal strike in 2008 due to its implication into the toxic powder milk scandal. Therefore, how to rebuild its corporate reputation is an arduous and time-taking task especially given the adverse market situation and the impact of financial tsunami.

Considering the above reasons, the essay could be able to exhibit the effect for the development of a young firm from its successful strategy in building corporation reputation through analyzing Mengniu Dairy. Simultaneously,the essay could also do some creative attempts on rescuing and rebuilding its reputation after the scandal.

2.        Background

2.1 Definition of Corporation Reputation
There are thousands definitions of corporate reputation. Different scholars give different definitions from different aspects. The essay adopted the definition from Fombrun and Rindova (1996, p2):
A corporate reputation is a collective representation of a firm’s past actions and results that describes the firm’s ability to deliver valued outcomes to multiple stakeholders. It gauges a firm's relative standing both internally with employees and externally with its stakeholders, in both its competitive and institutional environments.

2.2 Background of Mengniu Dairy
Inner Mongolia Mengniu Dairy Co. Ltd. was founded in 1999 in Huhhot, Neimenggu, China where another dairy manufacturer giant named Yili Dairy Group already dominated the market. Mengniu Dairy succeeded in keeping a miraculous speed of development in the already-saturated market situation from the start to 2008. According to the official status from M论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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