339.138(075.

8)
65.290-2 73 21

:
,

A.IT.

.
.

.:

, 2003. XXVI, 368 . (

).

ISBN 5-94369-018-2 (
ISBN 5-16-000950-7 (
19-924163-5 (
.)

)
) ISBN 0-

,
.
,
,

;
,

.
,
,

,
.
339.138(075.8)
65.290-2 73

ISBN 5-94369-018-2 (
5-16-000950-7 (
.)

) ISBN
) ISBN 0-19-924163-5

.
Grahame Dowling, 2001

.
, 2003
, 2003

Creating Corporate Reputations was originally published in English in

2001. This translation is published by arrangement with Oxford
University Press.
Creating Corporate Reputations
i
,!()() I .
Oxford

: PRESSI ( HERSON )

University Press.

...............................................................................................................................

VII

.................................................................

IX

..................................................................................................................... XVI
...............................................................................................................................

XX

I.
1.

:
...........................................................

..................................................................................................

29

,
2.

2.1.

.
AIR-INDIA

:
................................................................ 50

3.

:
.............................
II.

55

4.

:
.................................................. 77

5.

:
................................................................. 101

6.

:
................................................................................. 126

7.

:
.............................................................................. 151

7.1.

.
CHEVRON:
................. 187

8.

:
,

9.

.............................. 201

,
:
............................ 234
V

: PRESSI ( HERSON )

III.
10.

:
.......................................................................................................... 265

11.
:
................................................................................................ 290
12.

:
.................................... 318

13.

:
12
................................................................................................................ 351

(Australian Graduate School of

Management in the University of New South Wales).
,
20
,
,
.
,
,
,
.
20
.
,
,
Journal of Marketing Journal
Consumer Research,

:
(Corporate Reputations: Strategies for Developing the
Corporate Brand. London: Kogan Page, 1994). 1997 .
of

,
.
,
.
,
,
,

,
,

.
VII

: PRESSI ( HERSON )

,
,
,
.

,
,
.
:
{

/ University of

Newcastle);
{
/ University of New South Wales).
grahamed@agsm.edu.au

,
;
.
.

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,
,

.
.
,

,
,

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,
,

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IX

: PRESSI ( HERSON )

,
,

.
.

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.

,
,

,
,

.
XX .
-

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.

,
,
goodwill (

)
,
.
,

80
.,
Coca-Cola,

23%.
,

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,
.
.
,

,
,
,
,

,
6,8

100

,
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.
2001 .
,

. Procter &
I
-

Gamble
, Nestle
, Gallina Blanca
.
,

,
.
-

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,

.
1997 .

I
-t i

Saachi & Saachi.

,

,
.
1 lo-

.
Catbury
,

-i
:
i
-

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.
,

XI

: PRESSI ( HERSON )

PR

.
,

.
,
,
.
,

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.

,
.

,
,
.
,

,
PR,
,

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PR,

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.

XII

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,

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PR,

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,

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.

: PRESSI ( HERSON )

,
,

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,

,
,
.
.

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.
.

,
,
.
.

.
.

,
,

.
.

,
,

?
:

,
,

.
McGRAW-HILL MAGAZINES

The McGraw-Hill Companies, Inc.

XVI

: PRESSI ( HERSON )

10)5

McGraw-Hill
,

,
,

.
:
)
)
)

?
?
?
,

,
,
,

,
.
,

,
,
ABB, AT&T, Body Shop, BMW, Canon,
Disney, Ford, General Motors, IBM, Intel, Microsoft, Mobil, NTT,
Philips, Oantas, 3M, Shell, Sony, Toshiba, Virgin, Volvo, Wal-Mart
Xerox.
McGraw-Hill
.
,
:

,
,
?

?
i

-i
I

.
XVII

,
-

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,
.

,
,

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. 13.
,

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,
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,

(Ralph Waldo Emerson):

,
.

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,
PR.

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,

,
,

,
.

?
,

.
,
.

(
)
XVIII

: PRESSI ( HERSON )

20

,
,

,
PR.
.
,

,
-

,
(corporate identity),

(corporate image)
reputation).
.

(corporate
-

,
,
.

,
,

,
.
,

,
, |

,
.
,
.
.

,
,

,
.
,

:
-

,
.
,

(
)

!
,

.
Fortune

10

,
,

,
.
1984

Fortune

500

.
:

,
,

,
,

,
,
.

America's

Most

Admired

Companies

(
www.fortune.com).
1999 .
-

,
,
,
.

XX

: PRESSI ( HERSON )

500

, 1999 .

1. General Electric

495. Humana

2. Microsoft
3. Dell Computer
4. Cisco Systems
5. Wal-Mart
6. Southwest Airlines
7. Berkshire Hathaway
8. Intel
9. Home Depot
10. Lucent Technologies

496. Revlon
497. Trans World Airlines
498. CKE Restaurants
499. CHS Electronics
500. Rite Aid
501. Trump Resorts
502. Fruit of the Loom
503. Amerco
504. Caremark Rx

: Fortune. 2000. 21 Feb.

.
0

,
Fortune,

,
-

,
( )
(return on assets, ROA)
(comparative
.

advantage)
,
,

. 1

.
,
.
,
-

,
.
-

P.W. Roberts and G.R. Dowling, 'The Value of a Firm's Corporate

Reputation: I low Reputation Helps Attain and Sustain Superior
Profitability', Corporate Reputation Review (Summer 1997), 7276.
S I). Hunt and R.M. Morgan, 'The Comparative Advantage Theory
of Compe-tltlon', Journal of Marketing, 59, 2 (1995), 1 15.
XXI

.
,

,
,

.
,

,
,

.
.

.
,
.

,
.
,

,
.

,
.

,
.
,
,

,
-

,
,

.
.

,
,

,
,

,
),

,
(
,

,
-

,
,

,
,

.
XXII

: PRESSI ( HERSON )

,
,
.
,
,

(Tom Peters)

(Robert Waterman)
.
,

,
,

'.
,
-

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.
,
,

-I

.
.
,
,

,
,
.
,

.
,

,
.

-I

:
,

.
,
,

.
.
,

,
.
,

. Peters and R. Waterman, In Search of Excellence (New York: Random House,

1982). D.T. Carroll, 'A Disappointing Search for Excellence', Harvard Business
Review, 83, 6 (Nov.Dec. 1983), 78 88; 'Who's Excellent Now?', Business
Week (5 Nov. 1984), 76-88.
XXIII

,
,
.

,
Apple Computer, Body Shop, Harley-Davidson, Playboy
Enterprises, Porsche, Quantas
Virgin,
.
.

,
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,

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XXIV

: PRESSI ( HERSON )

.
.
,

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.

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,

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-

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.

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.

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,
.
,

: PRESSI ( HERSON )

:
,

,
:

,
vi

,
.
.

,
,

.
,

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,
.

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,

,
.

,
,
-

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.
.

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,

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.

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.
,
.
.
.

.
,
,
.

,
(

).
.

,
.
.

: PRESSI ( HERSON )

Nike
(

),
AT&T
British Airways
,
.
(
,

1989
ep

Exxon,
{Exxon Valdez)

,
.
1987 .

.
.
,
.

.
.
,

.
-

,
,

IBM PC Jr.
Body Shop's
,
,

(
,
Apple Newton PDA,

New
).
.

,
,

.
,
.

,
.

,
,

,
,

,
.
(

),
,

,
,

,
.
.

de facto
.
,

.
-

,
,

,
.
,
.(
.)

,
,
,

,
,

,
,

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-

,
.
,

: PRESSI ( HERSON )

;
,
,

,
,
,

,
-

.
,
.

.
,

,
,
.

,
:
1.
(

,
,
).
2.

,
(

).
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(
)
,
2

(
).

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,

4.

,
(

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).

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(
).
6.

).
7.

(
,
Windows 95
,

Microsoft
).
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(

Procter & Gamble

).
9.
(

,
,

).
10.

(
,
,

Johnson &

Johnson
).
11.

.(
Qantas

,
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6,6

.
.

,
.

.)

,
.

: PRESSI ( HERSON )

12.

IBM
,
).
13.

,
,

:
1.

.
2.

,
,

,
.
3.

,
,

.
4.
Air-India
,

. (
. 2.)

.
-

,
,
-

.
,

11
I.

in 1>
,
,

IMIIIIM
livinney and G.Dowling, 'Getting the Piper to Play a Better Tune:
Under-Kllng and Resolving AdvertiserAgency Conflicts', Journal of
Business-toss Marketing, 6, 1 (1999), 1958.

.
-

.
,

.
,
),
Disney

Singapore Airlines
).
.
,
,

.
,
.
Procter & Gamble

.
,

4 ,

,
.

(place),

(product),
(price),
(promotion),

.
,

1.1

IBM
,

,
,
.

1.2.

10

: PRESSI ( HERSON )

1.1
IBM
1981 .

IBM
,

,
IBM PC

.
,

,
,

,
Apple Computer,

.
,

IBM

.
1983 . IBM PC

,
Apple,

IBM

2
.
IBM

,
.

IBM PC
.
,
,

IBM

.
,
,

IBM

Apple

,
:

IBM

).

.
:

IBM.
,

IBM PC

,
,

.
.
: W.H. Davidow and . Uttal, Total Customer Service: The
Ultimate Weapon (New York: Harper & Row, 1989).
, 1.1
: R.
Cringely, Accidental Empires (Reading, MA: Addison-Wosley, 1992).
11

1.2
?
1983 .

Toyota General Motors

New United Motor Manufacturing Inc.
Toyota Corolla
9

Toyota
.,

Corolla

Geo Prizm
1989 .

.
GM.
,

10%
,

18%

,
1989

Geo,

?
,
,

Toyota
,

GM.

Toyota,

,
GM.

,
.
.

80

11,1
.

.
.

1990-1994 .
10,3

200
.
., GM

107

10,7
Toyota
128

. Toyota

GM,

: 'What's in a name?', The Economist (6 Jan. 1996), 65.

'.
.
,
.

.
Corporate Reputation Review
(Summer 1997): P. Roberts and G. Dowling, 'The Value of a Firms'
Corporate Reputation', 72 76; L. Gaines-Ross, 'Leveraging Corporate
Equity', 51-56; J. Gregory, 'ROI: Calculating Advertising's Impact on
Stock Price', 56 60; R. Srivastava, T. Mclnish, R. Wood and A. Capraro,
'The Value of Corporate Reputation:
12

: PRESSI ( HERSON )

(Peter Roberts)

,
:

,
,

,
,
,
.
(

).

,
).
Fortune 1984
4
,

500

,
1995 .
.

.
.
,

,
(

)
.
:

1.
(

).

2.
,

,
,
(

500
Fortune.

).

,
.

,
,

in | from the Equity Markets', 6268; D.Deephouse, 'The

Effect of ill .mil Media Reputations on Performance', 6872;
B. Brown, 'Stock
i' i Vnluiilion of Reputation for Corporate Social Performance',
7680; Mill,in .incl M. Joshi, 'Sustainable Competitive
Advantage and Firm PerII

- I In- Role of Intangible Resources', 8185.

13

.
,
,
1.1),
,
1
.
.

,
.

,
,

.
,

,
.
.

?
(David Ogilvy),
,
,
,

)
,

. Fombrun and M. Shanley, 'What's in a Name? Reputation Building and

Corporate Strategy', Academy of Management Journal, 33,2 (1990), 233
258; R. Beatty and J. Ritter, 'Investment Banking, Reputation and the
Underpricinj', of Initial Public Offerings', Journal of Financial Economics,
54 (1986), 213232; J. McGurie, T. Schneeweis and B. Branch,
'Perceptions of Firm Quality: A Cause or Result of Firm Performance?',
Journal of Management, 16, 1 (1990), 167180; B. Brown and S. Perry,
'Removing the Financial Performance Halo from Fortune's Most Admired
Companies', Academy of Management Journal, 37, 5 (1994), 13471359.
14

: PRESSI ( HERSON )

,
.

,
.
,

,
.
,

,
,

,
,

,
,

, .

,
-

,
,

.
.
-

,
,
,
.

: D. Ogilvy, Ogilvy on Advertising (London: Pan Books, 1983).

. ,
,
.
:

,
.
:

.
15

,
(Pierre Martineau),
Chicago Tribune,

,
,

,
.

.
,

)
,

.
.
,

,
,

).

1950-

,
.

1990-

,
. 9

,
,

.
-

,
.
,
,

,
,
,
.

,
.
1

P. Martineau, 'The Personality of the Retail Store', Harvard Business

Review, 36
(Jan.Feb. 1958), 4755.
.

Journal of Retailing.

16

: PRESSI ( HERSON )

,
.

.
-

,
,
,

,
(

),
(

.
,

1.3,

. 1.1).

.
,

1.3

:
,

.).
:

),

.
:

,
,

),
.
:

,
,

17

,
,

. 1.1.

'.

,
-

,
(

),

),
(
,
).
: S. Kennedy, 'Nurturing
Corporate Images', European Journal of Marketing, II-, 3 (1977), 129
164; R. Worcester, 'Corporate Image Research',
R. Worcester (ed.),
Consumer Research Handbook (London: McGraw-Hill, 1972).
( ,

18

: PRESSI ( HERSON )

(
).

,
.

.
,

.
,
-

'.
,
,

,
,

,
,

.
,
-

(
,

),
.
,

.
-

.
.

. 10

,
,

,
. Rokeach, The Nature of Human Values (New York: The Free Press,
1973); L. Kahle, Social Values and Social Change: Adaptation to Life in
America (New York: Praeger, 1983); S. Schwartz and W. Bilsky, 'Toward a
Universial Psychological Structure of Human Values', Journal of
Personality and Social Psychology, 53, 3 (1987), 550-562.
H. Hu, 'The Chinese Concepts of Face', American Anthropologist, 46
(1944), 45-64.
.,
, J. Podolny and D. Phillips, 'The Dynamics of
Organizational Status', Industrial and Corporate Change, 5, 2 (1996),
453471.
19

,
,

,
.
,
,

.
,

. 1.1,

,
.
. 1.1

,
:

,
.

(
)

).
-

McDonald's
.

Merrill Lunch

,
,

.
,

,
:
.

,
,

.
,

,
,
.

.
20

: PRESSI ( HERSON )

,
.

,
.
,

),
,

).

.
,
,
(Sam Walton)
,

Wal-Mart

,
,
.

,
?
Wal-Mart
?

.
,

).
,
-

,
Body Shop.

(Anita Roddick)
Body Shop

,
,

,
.
,

,
.
,

,
.
,
.

,
.
21

,
.

,
-

,
(
,
Touchstone Pictures

.)

,
.
-

.)
Marks and Spencer
,

(Richard

Branson),
,

Virgin

,
,
Johnson & Johnson
,

.
,
,

.
Sharp,

. 4.
Canon, Kao

.
1990-

.
,

Densu

;
(
);

);
,

;
;
.
,

.
(
)

,
,

22

: PRESSI ( HERSON )

(i ia6opa

),
,
.
-

,
,
.

,
. 1

)
.
,
Fortune.

500
,
,

. (
:
')
(Jack Welch) General
Electric;
(Bill Gates) Microsoft;
(Michael
Dell) Dell Computer;
-I >
(John Chambers) Cisco
Systems;
(David Glass) (
/ Sam
Walton) Wal-Mart;
(Herb Kclleher) Southwest
Airlines;
(Warren Buffett) I Berkshire Hathaway;
(Craig Barrett) (
I
/ Andy Grove)
Intel;
(Arthur Blank)
Depot
(Richard McGinn) Lucent Technologies. I.
,
,
,
.
,
.

Merrill Lynch
.
.
,

,
.
,
.
.

,
23

,
,

,
.

,
.
,
.

.
:
)
)

;
,

,
,

;
)
,
,

,
.

,
,

,
.
(
,

,
,
.

,
.

,
,

,
,

24

: PRESSI ( HERSON )

.
,

,
,

,
,
(goodwill).
,

,
.

Philips
Lucent Technologies
Bell Laboratories)

.
{Philips)
{Lucent).
,
.
,

,
.
,
,

?
,
,
1

P. Nelson, 'Information and Consumer Behavior', Journal of Political

Economy, 78, 2 (1970), 311329; 'Advertising as Information', Journal of
Political Economy, 82,4 (1974), 729-754.
25

,
-

,
.
.

,
,
,
(
,

,
,

Nike

Shell

).
.
,

,
.

:
-

Ford

.
,

,
.

,
Saab
9-5

.
.

,
Saab
,

1990

.
General Motors.
,

,
.

.
-

,
.

,
,

.
26

: PRESSI ( HERSON )

,
,
,

.
,
.
'.
,

,
11

,
(

.
,
,
.

,
.
.

.
,

,
.

,
.2
.

.
-

,
,

,
.
27

.
,
.

. 2,
.

,
:

,
.
,
,

. 1.1

. 8.

,
-

,
.

,
-

.
,

,
.

,
,

,
.

,
,

: PRESSI ( HERSON )

. 1,

.
(

!
,
.
,
,
.

. 1

11

.
.
,

.
,

.
,

.
,

,
,
-

.
,
,
,

.
,

.
,

29

,
!
,

,
.

,
,
.

.
,
.

)
.
:

?
,

.
-

.
,

(Charles Revson),

.
Revlon,

:
;

.
,

.
2.1.

,
,

,
,

.
,

30

: PRESSI ( HERSON )

2.1

?
Apple, Compaq
,
Apple

.
,

Xerox
.

,
,
.
,
,
.

:
,

,
,

.
National Geographic,

.
Polaroid

,
,
(

,
),
.

,
-

.
,

PepsiCo

.
,
.

,
1

J. Rossiter and L. Percy, Advertising Communications & Promotion

Management (New York: McGraw-Hill, 1997), chs. 8 and 9.
31

.
,

Pepsi),

!1
?

,
,

.
.

.
.

An (7UP)

,
.

2.

,
-

.
,
,
,

.
,
,

,
.

,
,

,
.

,
.

(
.

.
32

: PRESSI ( HERSON )

,
,

,
.
.

Harley-Davidson ]\ ^
.
Harley_Davjdson
^
-

,
(
),
McDonald's

).
,

Samsung

)1.

(
:

,
,

,
(

),

,
,

Weet-Bix,
Sanitarium

Food

Health.
,
,

S. Brull and J. Lim, 'Samsung's $8 billion Gamble on

Upscale Chjn<;>
Week (2 June 1997), 18-19.
'

.
,

PS

S. Fournier, 'A Consumer-Brand Relationship Perspective on Brand Equity'

S. Sood (ed.), Brand Equity and the Marketing Mix. Creating Customer Value
Marketing Science Institute Conference Summary, Report No. 9S__i 11 rSent'
V P
1995), 13-15.
33

,
(

3%

30%
).

,
Sanitarium

Weet-Bix,
,

Kellogg].

,
.

,
(
,

.
,

,
.
,
,

,
,

.
-

.7
Chevron.

;:

,
.
,
.

P. Mclntyre, 'Sanitarium Against Rivals' Grain', Australian

Financial Review (6 August 1996), 33.
34

: PRESSI ( HERSON )

,
,

. 2.V.
,

.
,
,

,
),

.
Standard & Poors

Moody's.

,
,
,
.

.'
I

i i, "L!

''
<
/

. 2.1.

ii 1
,
: D. ten Berge,
1 First 24 Hours, (Oxford: Basil Blackwell, 1988).
G. Savage, T. Nix, . Whitehead, and J. Blair, 'Strategies i
Assessing and Managing Organizational Stakeholders', The Executive, 5, 2
il'i'H), 6175.
35

(Elaine Prior)
1997 .

1,56
.

.."

,
,

,
,

,
,
.

.
o
.
.
,
,
.

,
,
.

,
,

DHL, FedEx

UPS

,
,
Service)

.
,

.
(United States Poslal
,

,
.

,
.

. James, 'Intimacy Key to Analyst's Success', Australian Financial Ren, (21 April
1997).

36

: PRESSI ( HERSON )

.
,
1

.
.
,

,
(

. 6).

,
,

.
,
.
-

,
.

,
(

),
,

.
,
.

Xerox
(Joseph

Wilson),
,
,
.
.

Harley-Davidson
(Harley Owners
Group HOG).

,
.

,
,
,

,
,
.
-

J. Dutton, J. Dukerich, and . Harquail, 'Organizational Images

and Member Identification', Administrative Science Quarterly, 39,
2 (1994), 239-263.

37

,
.
.
,
,

,
,

.
. 12.

,
.
,

,
,
.
(
,
,

.(

.).

2.1.)
,

.
,
,
.
,
,

,
,

.
,
(

,
. 2.1

15
.

38

: PRESSI ( HERSON )

:
1
.

,
,

. 2.1,
,

.
.3

,
.

,
,

.
.

,
.
,

.
.

,
,
,

)2.
:
-

.
1

D. Schumann, J. Hathcote, and S. West, 'Corporate Advertising in

America:
A Review of Published Studies on Use, Measurement, and
Effectiveness', Journal
of Advertising, 20 (Sept. 1991), 35-56.
E.M. Rogers, Diffusion of Innovations (New York): The Free Press,
1995), chs.
8 and 9.
39

c<i|>iio|>uiMiiHan

,
(

,
,

),

.
-

,
,
,

,
.
( )
(
)( )
2.2

(
,

Nestle
,
.
,

.
.
,

.
-

.
,

,
,
.
,

,
,
,
,

.
,

.
,

.
,
.
,

,
-

40

: PRESSI ( HERSON )

2.2

1990Nestle

.
,

,
.

,
,
Quick, Carnation
Nestle USA
8
.,

(
,
Contadina).

1992 .

,
.

1993
,

.
,

.
,

.
,
.
.

,
,

,
.

.7

9,

.
-

( )
,( )

( )

Nestle. A Nestle
,
,

.
,
.
.

41

,
,

,
,

,
(

),

,
-

.
(

.
(
)

,
2

.
,

,
.

.
,

.
,

,
-

,
,

,
,
,

,
.
,

,
.

' M.S. Granovetter, 'The Strength of Weak Ties', American Journal of

Sociology,
78 (May 1973), 1360 1380. 2 J.J. Brown and P.H. Reingen,
'Social Ties and Word-of-Mouth Referral
Behavior,' Journal of Consumer Research, 14 (Dec. 987), 350362.
42

: PRESSI ( HERSON )

pax

,
-

.
,

.
.

.
.

,
,

,
.

,
,

.
,
.

,
,

),

.
,
(
,

)
,

D.F. Midgley and G.R. Dowling, 'A Longitudinal Study of Product

Form
Innovation Using a Contingent Factor Approach', Journal of
Consumer Research,
19,4(1993), 611-625.
W.J. McGuire, 'Attitudes and Attitude Change',
. G. Lindzey and E.
Aronson (eds.), The Handbook of Social Psychology, Vol. II (New York:
Random
House, 1985), 233-346.
D. Aaker and J. Myers, Advertising Management (New York: McGraw-Hill,
1987), ch. 11.
43

,
,

,
,

,
,

,
,

(
,
.

,
.
: )
; )

;
1
.

; )
)

; )
2.3
,

.
,

,
.
,

,
.
80

20,

20%

. 80%
-

).

,
.

,
,
1

. Rogers, Diffusion of Innovations'(New York: The Free Press, 1995). 44

: PRESSI ( HERSON )

2.3

,
.
,

,
,

,
,

,
.
.

).

,
.

,
,
.
,

,
.

,
.

,
.

,
.

,
,

,
,

,
,

(Yankelovich)

51%

,
17%
,
(Wall Street Journal, 21 May 1996).
G. Donaldson
and J. Lorsch, Decision Making at the Top: The Shaping of Strategic
Direction (New York: Basic Books, 1983).
45

.
.
,

:
,
-

.
?
?
,
?
?
,
?

?1
,
1990-

,
.

.
,

.
.
.
,

,
.

.
-

.
,

,
,

.
,

. Grinblatt and S. Titman, Financial Markets and Corporate Strategy (New York:
McGraw-Hill, 1998).:

46

: PRESSI ( HERSON )

'.

,
,

,
-

.
,

,
,
.
,

,
-

,
,

(wa)
,

).

.(
,

. 1.
2.1

1970-

Air-India.)

.
,
.

XXI

.
.

,
.

,
,

Forbes

22

1995 .

(
.):
(Michael Eisner)
Walt Disney 235;
(Stanford Weill)
Travelers'
152;
(Tony O'Reilly)
H.J. Heinz 120;
(Stephen Hilbert)
Conseco 89
(Bernard Schwartz)
L'Oreal 66.
47

,
.

.
,
.
,

. 2.1,
. 10
,

.
,

.
,

.
,
,
.

,
(

).
,
,

. 12.
,

.
.

,
,

(Jerry Wilson)1.
,

,
.

.
1

J.R. Wilson, Word-of-Mouth Marketing (New York: John Wiley &

Sons, 1991). 48

: PRESSI ( HERSON )

General Motors

(Charles Wilson),
1953 .:
,
,

General Motors,
.
.

:
,

AIR-INDIA :

1996 .
.
:

,
,

,
,

,
.

197050%
1990-

1995 . 76(Russi Mody)

,
Air-India.
Air-India
.
.
1980-

.
.
40%

19801995 .

Air-India
20%.

,
,

,
,

.
British Airways, Cathay Pacific, Lufthansa, SAS, Singapore Airlines
United Airlines
.
50

: PRESSI ( HERSON )

,
.

India
.

Air1995

.
.

,
.

19931994

.
,
,
.

,
.
.

,
,

.
.
,
1995 .
,

.
.

,
,
-

.
,
,

.
:
,

.
.

1995 . Air-India

,
.

,
51

10

.(

Time manager international TMIc

.)
.
,
23
. ( 1995 .

18

26

.)
1996 . Air-India
.

,
,

,
-

.
,

,
.

1995

. 44%
,

,
!
,

,
,

.
,

?1

,
!

,
,

.
:

,
,
,
,

:
.(

:
N. Radhakrishnan and S. Verma, 'Can Air-India be Saved?', Business India (1831
Dec. 1995), 6273; M. Maqbool and A. Khan, 'Air-India Shifting to Prayer from
Jokes', Ad Age International (Nov. 1996), 14;
(
:
1996 .); J. Elliott, 'Passage to India? No, Thanks',
Fortune (1 March 1999), 3031.
52

: PRESSI ( HERSON )

.)

.
,
.
.

,
.

,
.
Air-

India.

.
,
.

,
,

,
.

,
,
,
.

,
)

.
53


.
Southwest Airlines.

,
.

.
Air-India,

,
,

.
,

,
,
,

,
,

.
,

.
:
,
.

.
,

.
Air-India

1999 .,

,
.

,
.

: PRESSI ( HERSON )

.2

,
,

.
Air-India,
.

,
,

.
-

,
'.

.
,
,
,

,
.
-

,
(
,

. 3.1).
,
,

,
.
,

. 1,

,
,

.
,

.
55

.
. 1,
,
.

,
Fortune
,
;
;

500
:
;

;
;
;
;
.
,
Far Eastern Economic Review
,
:
;

200

;
.
,
,

,
,
.

,
.

. 10,
.

,
.
56

: PRESSI ( HERSON )

,( )
-

( )
.
,

,
.

,
,

,
(

.)?

?
,
McGraw-Hill,
?
.
,
.

Philip Morris

,
,

Kraft

General Foods

.
,

,
,

,
.

,
-

.
.

,
Procter & Gamble,
,
(Pantene),

(Pert),
(Pampers),

.
(Pringles),
(Tide),
57

 (Folgers),

(Oil of Ulan)

(Crest)

,
,
.
-

,
,
(1985 .)
)
,

(
P&G
.
,

.
,

,
-

,
.

,
.

. 3.1

,
-

:
f

,-

N.
]

V.
j/

,
:

. 3.1.
58

: PRESSI ( HERSON )

),
.
,

,
.

,
,
-

.
,

.
,

.
. 3.1

,
.

.
-

,
,

,
;

(
),

.
,
.

3.2
Porsche,

,
,

. 3.1,
.
J. Dutton, J. Dukerich, and . Harquail, 'Organizational Images and
Member Identification', Administrative Science Quarterly, 39, 2 (1994),
239262.
59

,
"

"

-------- I
B.

>

. 3.2.

: P. Schultz and J. Cook, 'Porsche on Nichemanship', Harvard Business Review (March

1986], 98106.

. 3.1

. 49.
,
,

,
.
.
PR
,
.

.
,
,

3.1.
,

,
-

.
,
,

60

: PRESSI ( HERSON )

3.1

,
,

1.
.

,
,

Qantas

Ansett
,

,
,

).

,
,
?

2.

,
.
,

.
?

.
3.
(

,
McDonald's,
,

4.
,

).

,
.
,
,
(

332).
5.
1990-

Business Week, 2 June 1997,

Benetton,

,
,
.
,
,
,

,
,

,
,

.
,

,
,

61

,
,

. 3.1,
,

,
.

,
,

,
.

. 3.3

.
.
,

. 3.1.

,
.

,
,

,
,

. 3.3.

62

: PRESSI ( HERSON )

.-

. 3.3

.
(Lee

Chrysler
Iacocca)

,
.

(Victor Kiam)
(Dave Thomas)

1980.
Remington

Wendy's
,
.
,
(

)
General Electric.
Southwest Airlines

25

,
.

1998 .

.
-

.
,
(John Sculley)
Apple
(Steve Jobs).

1983 .,
PepsiCo
Computer
,

11
,

-i
.

1997 .,

,
'HI

,
,

Apple

.
,

.
1

< uii.il
Fortune (12 Jan. 1998): A. Fisher, 'The 100 Best Com-i' IIIIi" Worl i"i in America', 3334; R. Levering and M. Moskowitz, i 111 Mm I'.' i <
omptinies to Work for in America', 3847.
63

.
,
,

),

.
,
.
,

Virgin
.

),

Hewlett,
,

,
.

Packard

. 4
.

,
.

,
.

,
,

,
.
,

.
,
(

),

.
,

Southwest Airlines
64

: PRESSI ( HERSON )

,
Wall-Mart,
.
-

,
(
),

,
.

,
.
,
,

,
.

.
-

,
.

11

,
,
,
,
.
,
,
,

,
,

,
.
-

.
,

. M.Blau and M.W. Meyer; Bureaucracy in Modern Society (New York:

Ran dom House, 1987).
65

,
.
,
,

,
.

. 3.4

,
.

,
,

,
.

,
(

. 3.4.

,
).

66

: PRESSI ( HERSON )

,
,
.

.
,

,
,
,

,
,

.
,

(
,
,

),
,

,
,
-

.
,

. 3.4,
,

,
.
-

(
)

. 7,

,
,

.
,

,
,

,
.

W.H. Davidow and . Utal, Total Customer Service (New York: Harper &
Row,
1989).
W.P. Rogerson, 'Reputation and Product Quality', Bell Journal of
Economics,
14 (1983), 508-516.
67

,
Procter & Gamble
,

.
Philip Morris,
.

,
.

.
,
Post-It Notes
Sony, Macintosh

. 9,
(
, Walkman
,

Apple

),

.
,
,

.
,

,
.

,
-

,
,

,
,
)
-

,
.
(

McDonald's
,
,
.
,

,
.
,

Apple
ComputerLand,
,

Apple

.
,

(
ComputerLand).

,
. 9.

68

: PRESSI ( HERSON )

Apple

,
.
,

,
.

.2

Standarrd & Poors

.

,
.
Moody's,

,
.

,
.
,

. 3.5
,
,

,
.

. 3.5.

. Copeland, . Coller, and J. Murriri, Valuation: Measuring and Managing

the Value of Companies (New York: Wiley, 1994).
69

. 3.5,
. 3.3
.

3.4,
(
)

.
,
.
,

,
.

,
,

2000 .

50

.
. 3.5,
,
,

,
The Economist: 'Civics 10'.' (11 May
1996), 73 'The Cecil Rhodes of Chocolate-Chip Cookies' (25 May 1996), 86.
,
Sara Lee.
: S.A. Waddock and
S.B. Graves, 'The Corporate Social Performance Financial Performance Link',
Strategic Management Journal, 18 (1997), 303319; D.J. Wood and R.E. Jones,
'Stakeholder Mismatching: A Theoretical Problem in Empirical Research on
Corporate Social Performance', International Journal of Organizational Analysis, 3
(1995), 229267; D.B. Turban and D.W. Greening, 'Corporate Social Performance
and Organizational Attractiveness to Prospective Employees', Academy of
Management Journal, 40 (1997), 658672. M. Orlitzky, F.L. Schmidt, and S.L.
Rynes, 'The Positive-sum Game of Modern Capitalism: a Meta-analysis of
Corporate Social / Environmental Performance and Financial Performance',
unpublished paper, Australian Graduate School of Management (2000).
70

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,
,

PR-

.
. 12,

.
,

. 3.5 (
),

,
,

.
,
-

,
,
,
.
(Australian Shareholders Association)

,
Intel, IBM, Compaq, Microsoft, 3Com
Northern Telecom.

,
,
. 3.13.5

.
,
,

.
.

.
-

,
1

.- . Moodie, 'Taking the Gloss off Annual Reports', Australian Financial Review
(15 May 1998), 55.

,
,

.
,
.
.

,
China Light & Power.
:

,
.

,
.
,

1970-

1980-

.
,
General Motors (GM)

1980-

. GM

Saturn,

,
,
.
,

GM.
,

,
:

.(

,
.
,

.)
Saturn

.
,

1998 . 40%

GM.
;

Honda Toyota,
1998 .
Workers

Union)
Saturn
,

GM.
,

(United Auto
1

H.L. Murphy, 'Saturn's Orbit Still High with Consumers', Marketing

News (31 Aug. 1998), 2 and 6.

72

: PRESSI ( HERSON )

,
.

. 10

,
,
,

.
,
.
,
,

.
,
. 1.

,
:
1.

,
.

2.
.
,
3.

,
,

(
,

4.

,
.).

,
(

,
).
5.

,
)
73

X
,

6.

.
,
,

.
,

,
.
.

: PRESSI ( HERSON )

4.

,
.

.
-

.
,
.

,
,
.
.

,
,
,

corporate vision
,

.
.
.
.)
J.R. Baum, E.A. Locke, and S. A. Kirkpatrick, 'A longitudinal Study of the Relation
of Vision and Vision Communication to Venture Growth in Entrepreneurial Firms',
Journal of Applied Psychology, 83, 1 (1998), 4354.
77

: PRESSI ( HERSON )

,
4.1.
McKinsey & Company,
,

(hard ware)
.

7-S1.

. 5.)
,

(software)

,
.

McKinsey,
,

,
,
.

,
-

.
,
McKinsey
,
,

. 4.1.
,

,
,
IBM

.
,

,
,

Matsushita
,

,
-

7-S

,
3
.
,

T.J. Peters and R.H. Waterman, Jr., In Search of Excellence: Lessons

from
America's Best Run Companies (New York: Harper & Row, 1982).
R.T. Pascale and A.G. Athos, The Art of Japanese Management
(New York:
Simon and Schuster, 1981).
Ibid.

78

4.1

(James Collins)
,

(Jerry Porras)
,
.
20
,

,
,

170

.
,

1920-

,
,

.
50
,

.
: 'The Vision Thing', The Economist (9 Nov. 1991), 89.

(John Pearce)
(Fred David)
,

,
.

500

Fortune,
(

),
,

.
.(

,
.)
: J. Pearce and F. David, 'Corporate Mission Statements: The Bottom Line', Academy of Management Executive,
1, 2 (1987), 109146.
,
,
,

183
,
.

,
,

.
: J. Baum, E. Locke, and S. Kirkpatrick, 'A
Longitudinal Study o1 the Relation of Vision and Vision
Communication to Venture Growth in Entrepreneurial Firms',
Journal of Applied Psychology, 83, 1 (1998), 4354.
79

: PRESSI ( HERSON )

. 4.1.

7-S

: Thomas J. Peters, In Search of Excellence. Copyright 1982 by Thomas J. Peters and

Robert H. Waterman, Jr.
HarperCollins
Publishers, Inc.

,
,

,
'.

R.J. House and . Shamir, 'Toward the Integration of Transformational,

Charismatic and Visionary Theories of Leadership',
. Chemers
and R. Ayman (eds.), Leadership Theory and Research: Perspectives and
Directions (San Diego, CA: Academic Press, 1993), 81-107.
80

,
.

.
Merck

,
.
,
.

1.

:
Fujitsu,
:

1991

.,
,

.
,

,
.

,
: )

; )

; )
,

.
.

shita

PepsiCo
Sony
:
MatsuKomatsu,
,

PepsiCo, Sony
.

,
,
,
.

Caterpillar.
Komatsu
,
.
,
.

1
2

'The Vision Thing', The Economist (9 Nov. 1991), 65.

J.C. Collins and J.I. Porras, Built to Last: Successful Habits of
Visionary Compa
nies (New York: Harper, 1994).
81

: PRESSI ( HERSON )

.
,
Johnson Wax (S.C. Johnson & Sons)
1927 .
.
,
:

...
!
1976 .

(H.F. Johnson, Sr.)

,
,

.
,

,
.
301

(
Johnson Wax),
1.

,
,

,
,

,
.

,
,

,
,
(

).

,
,

,
,

J. Abrahams, The Mission Statement Book: 301 Corporate Mission

Statements from America's Top Companies (Berkeley, CA: Ten
Speed Press: 1995).

82

4.2

Johnson & Johnson,

1948 .

1997 .,

.
Johnson &
,

Johnson,
,
.

:
,

:
,

,
,

,
,

:
,

.
.

,
,
,
,
(

).
.
,

,
-

R. Germain and M. Bixby Cooper, 'How a Customer Mission

Statement Affects Company Performance', Industrial Marketing
Management, 19 (1990), 4754.
83

: PRESSI ( HERSON )

,
4.2

,
,
,

.
,

.
,

.
.
.
,

.
.

.
.
,
.

.
.

,
,
.

,
.
,

,
.

,
.
,

,
,
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CA: Ten Speed Press, 1995)
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(1975 1993).
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,
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Statements: The Bottom Line', Academy of Management Executive, 1, 2 (1987),
109-116.
89

: PRESSI ( HERSON )

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Business Review (JulyAug. 1989), 7785.
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Turnaround of New Zealand Post (Wellington: New Zealand Post,
1997).
95

: PRESSI ( HERSON )

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Planning Review (Sept/Oct 1 992), 12, 63.
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The Free Press, 1996).
101

: PRESSI ( HERSON )

,
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.
,

,
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; Asea Brown
; Canon, Matsushita,

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1989;
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Columbia Pictures 1982 .,
1989
(
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103

: PRESSI ( HERSON )

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,
|

.
: A. Ries, Focus (London: HarperCollins Business, 1996); A. Ries
and J. Trout, Positioning: The Battle for Your Mind (New York: McGraw-Hill,
1986).

1985

1996 .

Rubbermaid

22-

Fortune.
,

1997
,

.
14%,
1950-

1980

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25%.

,
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,
.

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15%
1980.

1970-

,
.

1990-

,
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.
.
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,
.

,
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Dow Corning.

: A. Farnham, 'America's Most Admired Company', Fortune (7 Feb.

1994), 3639; L. Smith, 'Rubbermaid goes thump', Fortune (2 Oct. 1995),
6876.

104

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(

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).

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.

(Robert Haas)

1971 .

,
,

Coca-Cola, Gillette, Nike

.
,

Disney,

,
R. Buzel and . Gale The PIMS Principles:Linking Strategy to Performance (New
York: The Free Press, 1987); Managing Consumer Value: Creating Quality and
Service That Customers Can See (New York: The Free Press, 1994).
C.K. Prahalad and G. Hamel, 'The Core Competence of the Corporation',
Harvard Business Review (MayJune 1990), 7991.
N. Munk, 'How Levi's Trashed a Great American Brand', Fortune (12 April
1999), 32-42.
105

: PRESSI ( HERSON )

I
.

. 5.1.

: L. Brown,

Competitive Marketing Strategy [Melbourne: Nelson, 1997], 22.

,
.

(Raymond Miles)

(Charles Snow)
,
,
'.

:
R. Miles and . Snow, 'Fit, Failure and The Hall of Fame', California Management
Review, 26, 3 (Spring 1984), 1028; R. Miles and Snow, Fit, Failure & the
Hall of fame (New York: The Free Press, 1994).
106


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,
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107

: PRESSI ( HERSON )

,
5.2

Chrysler.

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,
.
,

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GM

,
.

Chrysler
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,

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,

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1960-

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.

1980.
.
1960.
Honda, Kawasaki, Yamaha
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.

125

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!

108

5.2

,
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.

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,

,
,
,
.
: R. Miles and . Snow, Fit, Failure & the Hall of Fame
(New York: The Free Press, 1994) M. Christopher, S. Majaro, and M.
McDonald, Strategy Search (Aldershot: Gower, 1987).

,
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-

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109

: PRESSI ( HERSON )

. 5.2.

,
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(Robert Goizueta),
,

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,

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.
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J. Huey, 'The World's Best Brand', Fortune (31 May 1993), 24-32.
110

,
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Xerox 198095%

19601970.
. 1970 .
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1982 .

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Xerox

.
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,
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,
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,
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. 5.3.

,
,

,
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S. Chakravarty, 'Back in Focus', Forbes (6 June 1994), 72--76.

111

: PRESSI ( HERSON )

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(1980-

(1970-

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. 5.3.

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1986

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,

,
1

. Levitt, 'Marketing Myopia', Harvard Business Review (JulyAug.

1960), 45 56.
. . Ohmae, 'Getting Back to
Strategy', Harvard Business Review (Nov.-Dec. 1988), 149 J 56.

112


.
.

(Derek

Abell)

;
,

,
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Philips
(

),
),

,
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1995 .

(Alto).
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.

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,

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-

.
D. Abell, Defining 4he Business: The Starting Point of Strategic,
Planning (Englewood Cliffs, NJ: Prentice Hall, 1980), ch.3.
113

: PRESSI ( HERSON )

,
.

,
-

,
.
,
.

1993 .
-

40

,
.

Body Shop

,
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,
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.
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,
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2

. Prahalad)
,

(Gary Hamel),

'Back to the Apothecary', The Economist (7 May 1994), 7172.

W.C. Kim and R. Mauborgne, 'Creating New Market Space',
Harvard Business
Review (JanFeb. 1999), 83-93.

114

.
.

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,
,

,
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,

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,
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,
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,
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.

,
,

. 5.1.

,
,

.
. Prahalad and G. Hamel, 'The Core Competence of the Corporation', Harvard
Business Review (MayJune 1990), 79-91; G. Hamel and C.K. Prahalad,
Competing for the Future (Boston: Harvard Business School Press, 1994). G.R.
Dowling, 'Market Driving Companies: The Goal of Innovation is to Create a
Dominant Design', Working Paper No. 95113, Australian Graduate School of
Management (1995).
115

: PRESSI ( HERSON )

,
5.1

Sony Walkman

Ikea
-

Kellogg's, Toyota

Argyle
Intel
Pilkington
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Ikea, McDonald's

Wall-Mart.

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,
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,
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,
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116

,
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G.R. Dowling and M. Uncles, 'Do Customer Loyalty Programs

Really Work?', Sloan Management Review, 38, 4 (1997), 71 82.
117

: PRESSI ( HERSON )

.
,
(

,
(
).

,
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,

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(

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,
,

.
-

,
,
1979

.
(Henry Mintzberg)

.
2

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1

;
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. Mintzberg, The Structure of Organizations (Englewood Cliffs, NJ: Prentice
Hall, 1979).

118

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119

: PRESSI ( HERSON )

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,
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,
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A. Reis, Focus (London: HarperCollins Business,

1996). 120

GM?
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,

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,

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.
,

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Marketing Science, 13, 4 (1994), 327350.
123

: PRESSI ( HERSON )

,
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,
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,

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124

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,

. 3.1),
,

J. Kotter and J. Heskett, Corporate Culture

and Performance (New York: The Free Press, 1992).
Universum International
Coopers &
Lybrand.
P. Gollan, 'Careers Don't
Always Come First', Australian Financial Review (5 Aug. 1997), 17.
127

: PRESSI ( HERSON )

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,
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. Bates, S. Amundson, R. Schroeder, and W. Morris, 'The Crucial Interrelationship Between Manufacturing Strategy and Organizational Culture',
Management Science, 41, 10 (1995), 1565 1580.

128

6.1

Kotter)

(John

(James Heskett)

207

,
11 -

.
,

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,
,
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,
,

682%,
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74%.
:
1.

,
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2.

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,
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3.

4.
.
5.

,
,
.
,
,

: J. Kotter and J. Heskett, Corporate Culture and Performance

(New York: The Free Press, 1992).

129

: PRESSI ( HERSON )

.
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-

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,
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1
2

. Uttal, 'The Corporate Culture Vultures', Fortune, 17 (Oct. 1983), 6672.

E. Schein, 'Coming to a New Awareness of Organizational Culture', Sloan
Management Review, 25 (Winter 1984), 3 16.
,
: A. Pettigrew, 'On Studying Organiza
tional Cultures', Administrative Science Quarterly, 24, 4 (1979), 570581;
B. Arogyaswamy and C. Bayles, 'Organizational Culture: Internal and External
Fits', Journal of Management, 13, 4 (1987), 647659.

130

.
,
,

.
.
,

6.1,

.
(Harrison Trice)

(Janice Beyer)
,
-

,
,
,

,
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1986

1987

IBM,

,
),
, Citibank
(
,

(
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),
)

(
(

).

,
.
;

,
,
IBM,
:

(Lou Gerstner)

;
,

.
.

,
,

. Trice and J. Beyer, The Culture of Work Organizations (Englewood

Cliffs, NJ: Prentice Hall, 1993).
131

: PRESSI ( HERSON )

,
,

.
,
,
(

. 5,

.
)

.
. 6.1
Wal-Mart

1993 .),
1

. 6.1.

Wal-Mart

: J. Davis and T. Devinney, The Essence of Corporate Strategy [Sydney: Allen & Unwin,
1997], 52.
1

G. Johnson, 'Managing Strategic Change: Strategy, Culture and Action', Long Range Planning, 25, 1 (1992),
28-36.

132

(
),
).

,
.

Wal-Mart

)
,

).
(Sam Walton)

,
,
,
.

,
,

,
,

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.
.
.
American Express
)
,
.
,

,
(

)
.

(J.C. Fargo)
,

:
,

'.
1

P. Grossman, American Express: the Unofficial History of the People

Who Built the Great Financial Empire (New York: Crown
Publishers, 1987).
133

: PRESSI ( HERSON )

,
,
,

.
-

,
.
(
TQM)
,

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Ford Motor

dinavian Airlines System),

,
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(

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,
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,

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Apple

,
,

,
.

,
,

!
Mercedes-Benz.

,
134

,
,

.
,

,
-

1.
,
.

Mercedes-Benz

Apple
,

,
-

),
(

).
,
,

. (

6.1.)
.
,

,
.
,
(

.
,
.
,

,
.

1970-

1980-

J. Martin and . Siehl, 'Organizational Culture and Counterculture: An

Uneasy Symbiosis', Organizational Dynamics, 12, 2 (1983), 5264.

: PRESSI ( HERSON )

135

,
,

,
.
,
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).
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136

,
1990-

IBM
,

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.(

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,

,
,

IBM
(
)

,
,
.

IBM

('Big Blue'),
.
,

,
,

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'.

,
-

(
,
),

McKinsey),
(
,
),
),
(
,

).
,
1

J. Byrne, 'The McKinsey Mystique', Business Week (20 Sept. 1993),

36-41; . J, Huey,
-w McKinsey Does It', Fortune (1 Nov. 1993), 108
130.

137

: PRESSI ( HERSON )

,
.

(Marvin Bower),
,

.
1967 .

1950

McKinsey
.

,
.

.
,
IBM (

),
,
.

McKinsey
,
-

,
,
.

IBM
.

McKinsey
.
,
.

,
,

(
)

,
,

J. Kerr and J. Slocum, 'Managing Corporate Culture Through

Reward Systems', Academy of Management Executive, 1, 2 (1987),
Wjti&OJaoHoevkn rt.ooiin

138

).

.
,

,
.

McKinsey

(
)
.
:

Wal-Mart,

General Electric
,

Virgin
.

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,
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,
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,
(

).

,
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,
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,
139

: PRESSI ( HERSON )

,
.
,

.
,

. 8,
,

,
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,
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,

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.

,
,
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,
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140

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-

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,
,
,
.

,
,
.

,
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,
-

,
,
.

,
,

Chrysler1.

,
Chrysler,
,

1979 .
,
. (
.)
,

.
,
.

,
-

L. Iacocca with W. Novak, Iacocca: an Autobiography (Toronto:

Bantam Books,
141

: PRESSI ( HERSON )

Chrysler.
,

,
,

,
.

.
,

,
-

,
.

,
.

,
,

!
,
,

.
,

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,

,
.

IBM.

,
,
,

,
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,
,
,

.
,

(Norman
Chorn)
.
142

Gattorna

Chorn

Strategy

Consultants,
,
^ lUHUlvllRlli* ....................

.
,
,
.
-

,
.
,

,
,

,
,

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Apple,

Chrysler,
zon) SAS,
British Airways
,

(Jan Carl-

GE,
,
.

. 11

,
.
,

.
-

,
.
.

,
,
.
.
.

,
,
,

,
,

.
143

: PRESSI ( HERSON )

,
,

,
,

,
.
.

.
.
.
.

United Airlines

1994

,
-

.
,

,
.
,

,
,
.

,
.
,

,
,

,
,

,
,

,
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.
,
,
.
,

. 6.2.
,

.
1

S. Chandler, 'United We Own', Business Week (18,

144

,9 ,<40-44...

. 6.2.

,
,

,
,

.
-

,
,

.
(

,
.
,
,

.
,

,
.
,

,
,

,
.

,
.

,
,

(Chainsaw Dunlop)

145

: PRESSI ( HERSON )

1980-

1990-

,
.

,
,

,
.
(

),
,

,
.
,

,
.

,
.
-

.
,
,

.
,

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*)
146

,
-

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1

,
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(Charles Handy)

,
,
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,
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: )
)

,
.
,
, )
.

,
.
,
,

,
-

,
,
A. Coombs, AdLand (Melbourne:
William Heinemann Australia, 1990). Handy,<r-Me ? Gods .of
Management (Oxford: Oxford University Press, 1995).
147

: PRESSI ( HERSON )

.
-

,
,

,
.
,

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-

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,
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,(

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148

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149

: PRESSI ( HERSON )

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,
.
,
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-

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.

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.
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(Ralph
).

,
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,
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,

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.

.
.

,
,

. 7.1'.
.

,
,

.
-

D. McLeod and M. Kunita, 'A Comparative Analysis of Corporate

Advertising in the United States and Japan', International Journal of
Advertising, 13, 2 (1994), 137-152.
151

: PRESSI ( HERSON )

,
7.1

1.
)

,
,

,
,

2.

3.
,

,
,

4.

5.
,

,
.

6.

,
,

7.

,
McGraw-Hill).

(
,
,
.

,
73-

BMWH&CTO
5.)

,
.

.
,

,
Pfizer.)

,
,
Intel.
152

1991 .

386 (
)

586,

486

.
,
.
,

1991 .

Intel Inside.
,

,
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Intel

30

50%

Intel Inside
.
1

.
,

).

. 19701980.

.
,

,
1990-

.
.
-

.
,

,
Ford
Motorola

,
,
.

. Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice Hall,
1998), B-l to B-23.
D. Schumann, J. Hathcote, and S. West, 'Corporate Advertising in America: A
Review of Published Studies on Use, Measurement and Effectiveness', Journal of
Advertising, 20 (Sept. 1991), 3556; P. Alvarez, 'Overall Media Buying Stagnates
but Targeted TV Booms', Public Relations Journal, 49 (Aug. 1993), 14 17.
J. Gregory with J. Wiechmann, Marketing Corporate Image (Chicago: NTC
Birsin'ess Books, 1991).
153

: PRESSI ( HERSON )

)
,

3%

.
,
,

Procter & Gamble,

2,53

.
.

.
& , Chevron, General Electric, Du Pont

,
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.
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.

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,

.
,

,
.

,
.

Chevron,
-

,
1

M.Hiestand, 'Marketing Research: Trying to Measure Exposure, Its

Value', USA
Today (18 Nov. 1998), 38.
^r-

154

?
:
1.
.
,

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,
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,
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3.
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,
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155

: PRESSI ( HERSON )

,
7.1
:

.
(George Bobinski)

(Gabriel Ramirez)
,
,

Wall Street Journal

.
:

,
,
,
.

,
,

.
227

,
,

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,

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.

)
.

,
,

,
,

,
.

: G. Bobinski and G. Ramirez, 'Advertising to Investors:

The Effect of Financial-Relations Advertising on Stock Volume and
Price', Journal of Advertising, 4 (Dec. 1994), 1328.

156

,
-

.
-

,
.
Philips,
,

,
-

(
)
.
,

Philips.

. 4.
.

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Nestle

;
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157

: PRESSI ( HERSON )

.
5.

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,

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Street Journal

,
Wall
,

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(Thomas Haas)
,
,
,
.
,

,
,
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Saturn
.
,

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,
,

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,

158

.
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Review 200, Business

,
,
The Economist.
(

Week, Forbes, Fortune

IBM),

,
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-

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),
.
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.
(

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159

: PRESSI ( HERSON )

,
!
,

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Review 200, Business Week, The

,
,

,
Fortune.

Economist, Forbes

.
...
,

British Petroleum (BP).

:

,
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.
,
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,
Saatchi & Saatchi),
,
1

.
-

(Dick

Wasserman)

,
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. G. R. Dowling, 'BP Catches the Global Brand Fad',

Australian Institute of Management Magazine (Feb; lSSll^NSW.edn.), 7~8.
160

,
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.
,

.
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.

:
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1

D. WasseriTtoti,"'Th'dt's'OurNew Campaign (Lexington, VA:

Lexington Books, 1988).
161

: PRESSI ( HERSON )

,
,

.
,
.
(Larry Percy)
:1
);

(John Rossiter)

(
XYZ -

(
);

).

,
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(
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(

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,
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.
,
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,
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,
.
,

,
.

,
,

,
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1

J. Rossiter and L. Percy, Advertising Communications & Promotion

Management
(New York: McGraw-Hill, 1997), ch. 6. (
.
.
.
.)

162

.:

, 1999.

.,
.

:
n:imi:

. 7.1.

...
.

Federal Express:
.

,
,

:
Michelin:

.
,

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(

,
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Avis:

,
,
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,
.)

,
,

.
,

,
163

: PRESSI ( HERSON )

7.1

,
?

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,

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-

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,

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(

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,
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,

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164

.
,

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,
.
,
Apple,
,
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1990-

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,
,

Coca.

,
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.

,
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,
,

,
,
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Harley-Davidson
.
,
,
.
,
:

Harley
,

.
165

: PRESSI ( HERSON )

,
,
,
-

.
,

,
.

.
,

McDonald's
.

Xerox

. 5,
,
. 5.3).

:
(Al Ries and Jack Trout, Positioning: The Battle
for Your Mind (New York: McGraw-Hill, 1981, 1986)).
,

(Jack Trout and Steve

Rivkin, The New Positioning (New York: McGraw-Hill, 1996)).
,
. 7.1,
:
?
, .
,
.

,
,
.
SAS

Caterpillar
24
.

,
,

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,

,
.

.
McKinsey & Co,

,
,
.
.
.

166

( . 4),
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( . 6),
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,

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,
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Westinghouse,
.

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:

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7

. 162).

: PRESSI ( HERSON )

. 7.2.

.
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168

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169

: PRESSI ( HERSON )

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170

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Apple

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2.

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McGraw-Hill,
.
,

. 7.3,
-

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.
.

3.

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171

: PRESSI ( HERSON )

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(

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172

I
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//

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. 7.3.

BMW, Coca-Cola, IBM, Levi's, McDonald's, Sony

,
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.
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173

: PRESSI ( HERSON )

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174

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,
,
,

. 7.4.

175

: PRESSI ( HERSON )

:
,
,
The Economist

1980 .,

.
.

,
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(

.)1.

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,

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-

,
,

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,

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,
,

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);
1

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,
.

.
.
Rossiter and Percy, Advertising
Communica
tions, ch. 11, Appendix 11D.
.,
, D. Marshall and G. Cook, 'The Corporate (Sports)
Sponsor',
International Journal of Advertising, 11, 4 (1992), 307324; R. Javalgi,
M. Traylor, A. Gross, and E. Lampman, 'Awareness of Sponsorship and
Corporate Image: An Empirical Investigation', Journal of Advertising, 23,
4 (1994), 4758; and Hiestand, 'Marketing Research'.

176

(
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(

);
,

);

.
.

.;
;
;

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(
(

,
,
);

,
(

),

,
(

Cornhill Insurance)1;

.
,
.

:
1.

,
,
,

,
,

. Meenaghan, 'The Role of Sponsorship in the Marketing Communications Mix',

Internationa/Journal of Advertising, 10, 1 (1990), 3547;
Culligan and A.
Harvey, 'The Links Between Objectives and Function in Organizational
Sponsorship', International Journal of Advertising, 10, 1 (1990), 1333.
177

: PRESSI ( HERSON )

2.

,
.

3.

,
,
.
,
.

,
50%.
,

,
97%

,
,
60%

.
,

21 %

.
,

,
,

,
.

1996 .,
,

2000 .

,
,

,
,

,
,

.
.
1

. Snow, 'Setbacks and Some Scoring Chances for Sports Sponsors',

Australian
Financial Review (5 March 1996), 35.
'Qantas & NAB Deny "Hijack" Charge', Marketing (Sept. 1997), 9.

178

,
-

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,
,

,
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,
,
.

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,
(

,
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,
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(
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,
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,
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(

Ford):

.
,

Ford,
(

,
,

1 %
Ford

)1.
.

,
,

,
.

'Sponsorship Fails at Ford', Marketing (Australia), (March 1994), 9.

179

: PRESSI ( HERSON )

,
.

,
,
(

,
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Exxon

.(
-

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(

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180

,
.
,

.
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,
.

.
1990-

,
,

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.
-

,
(

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.
,

(
).
,

,
.

,
. Hale, 'Do Good, or Else, the Public Warns', Business Review Weekly (5
Nov. 1999), 94-95.
181

: PRESSI ( HERSON )

,
.

,
,
.

,
Body Shop.

(Ronald McDonald House).

McDonald''s.
,

Exxon
,
1989 .

,
.

,
.

,
,

,
.

.
,

,
-

.
,
,
.
,
.

R. Burbury, 'The "Third Wave" of Branding', Australian Financial

Review (15 March 1999), 15-16.

182

.
,

),

,
.
:

,
.

(SEC),
.
,

(P. Healy)

( . Palepu)
-

.
.

25

.
,
,

,
SEC.

,
-

Excel,
.
,

,
.

,
,
.

Campbell Soup

1995 .).

P. Healy and . Palepu, 'The Challenges of Investor Communication: The

Case of CUC International Inc.', Journal of Financial Economics, 38
(1995), 111140.
183

: PRESSI ( HERSON )

,
,
,

.
(

,
1

,
,
.

PR.

,
-

,
,
(

).
1994 .

500

Fortune 56%
Pao

.
(Emory)

(Hayagreeva Rao)
,
( )
, ( )

, ( )
( )
,
,

,
.

PR
,

:
-

.- . Moodie, 'Taking the Gloss off Annual Reports', Australian Financial

Review (15 May 1998), 55.
H. Rao, 'The Rise of Investor Relations Departments in the Fortune 500 Industrials', Corporate Reputation Review, 1, 2 (1997), 172177.
184

(
).

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(

,
(

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)

,
,

).

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.

,
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.).

,
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,
,
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,
,

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,

.
,
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.
,

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,

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185

: PRESSI ( HERSON )

,
.

,
(

).

,
,
.

,
,
,
,

.
,

.
,

.
.
Sears

(Richard W. Sears)

Roebuck,

,
:
,

.
,

.
.
,

,
,

,
,

PR
,

,
.

.
,

(Certified Practising Accountant)

Accountant),

(Certified Public
.
-

.
:
1

R. Tedlow, New and Improved: The Story of Mass Marketing in

America (Boston: Harvard Business School Press, 1996), ch. 5.

CHEVRON:

,
Chevron.
.

1985 .

,
(Lewis Winters),

.
-

,
Chevron
.
,
,

.
.

,
.

,
. 1,

,
: Lewis .
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Advertising?' Journal of Advertising Research, 28, 3 (1988); Lewis
Winters, 'The Role of Corporate Advertising In Building a Brand
Chevron's Pre-Conversi-on Campaign in Texas', paper presented to The
Tenth Annual Advertising and Consumer Psychology Conference (1617
May 1991, San Francisco); John A. Quelch, 'Chevron Corporation', Harvard
Business School, Case 9-591-005 (June 1993); Lewis Winters, personal
presentation to MBA students at the Australian Graduate School of
Management (Oct. 1994).
187

: PRESSI ( HERSON )

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,
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ron,

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,

188

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1978

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. 7.5.

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,

,
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,

,
,
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.
.

Arnold Mitchell, The Nine American Lifestyles: Who We Are and Where
We're Going (New York: MacMillan, 1983).
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.

. 7.3,

,
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5
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195

: PRESSI ( HERSON )

.
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,

.
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,
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,
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Chevron
.

196

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Walter

Thompson
,
.

McCollum
,

.
:

(Eagle).

7.2

.
,
,

34%
,

,
Chevron.

,
.
Young & Rubicam
.
,

,
Chevron.

1985

1993 .

36
,
Chevron,

71%.

1986

1987 .

10%,

22%,

.
. 7.4.
197

: PRESSI ( HERSON )

,
7.2

Chevron

.
,
13 000

.
.
,
.

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Chevron.

198

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19861987

.,

%
Chevron:
,

+7 -3
+10

+ 15 5 +20

+8 +2
+10

Chevron

24
26
+2

1986 .
1987 .

26
21 5

9 19 +
10

1989 .

+8

10 27
+ 17

+22

,
,

1987

.
,
.
17%

Chevron

Gulf.
,

1989

Chevron,

54

4%.
.

,
.

Chevron
,

,
,
.
,

Chevron

,
.
8

: PRESSI ( HERSON )

199

Chevron
.
,

,
.

2000

.
: www.chevron.com/evironment/peopledo.
20
.

.
,
,

,
.
,

1985 .,
.

1989 .
,

{Policy 530),
1992 .

530
-

:
,

.
.
,
International Harvester
16
.(
,
Burroughs and Sperry
15
.;
UAL Inc.
7
.,
Technologies
.1
,
,
.
,

Navistar
.);
Unisys
Allegis

Lucent
50

&

,
-

.
,

13

,
-

.
1987
,

1989

: Wall Street Journal (17

Nov. 1986), 33; USA Today (4 May 1987), 5B; Business Week (2 March
1987), 54; D. Barbuza, 'Now That It Is a Separate Company, Lucent Is
Spending $50 million to Crate an Image', New York Times (3 June 1996),
D9.
201

: PRESSI ( HERSON )

,
--------------------------------------------------------------------------------------------

.
,
,

,
,

,
.
.
,
(

),
.
,

,
,
,

140

,
,

,
,

,
.

. 7,

,
-

,
:

,
.
.
Coca-Cola, McDonald's, Harley-David1

J.-C. Bosch and M. Hirschey, 'The Valuation Effects of Corporate

Name
Changes', Financial Management (Winter 1989), 6473; D. Horsky
and P. Swyngedouw, 'Does It Pay to Change Your Company's Name? A Stock
Market
Perspective', Marketing Science, 6, 4 (1987), 320335.
P.S. Koku, 'What Is in a Name? The Impact of Strategic Name
Change on
Student Enrollment in Colleges and Universities', Journal of
Marketing for Higher
Education, 8, 2 (1997), 53-69.
L. Bird, 'Eye-Catching Logos All Too Often Leave Fuzzy Images in
Minds of
Consumers', Wall Street Journal (5 Dec. 1992), B-l.

202

son
Nike1.
Davidson,
2
.

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,
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:
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.
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,
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.
,

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,

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)

?
?

Nike

.
,
.

,
,

,
.

,
. D. Aaker, Building Strong Brands (New York:
The Free Press, 1996), 138141.
203

: PRESSI ( HERSON )

,
-

.
.

.
,

,
,

,
.
:
-

,
,
.
,

,
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:
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,

.
:

, PR;

,
,
;

,
,

204

.
,
.
Anspach Grossman Enterprise
(www.enterprisegrp.com), LandorAssociates (www.landor.com),
Lippin-coti & Margulies (www.lippincott-margulies.com)
Wolff
Olins/Hall (www.wolff-olins.com).
(Design Management Institute)
,
( .
www.dmi.org).
,
,
,
,
.
.
,
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!(

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,
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8.1

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205

: PRESSI ( HERSON )

,
8.1
,

94

".
: )
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?
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,
,

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,
(

),

,
(
),
*". (
.)
: " J. Rossiter and L. Percy, Advertising Communications &
Promotion
Management (New York: McGraw-Hill, 1997), ch.7. " L. Bogart, B. Tolly,
and F. Orenstein, 'What One Little Ad Can Do', Journal of Advertising
Research, 10, 4 (1970), 313; G. McCor-kell, Advertising That Pulls
Response (Maidenhead, UK: McGraw-Hill, 1990), 10 13.
*** T. Devinney and G. Dowling, 'Getting the Piper to Play a Better Tune:
Understanding and Resolving Advertiser-Agency Conflicts', Journal of
Business-to-Business Marketing, 6, 1 (1999), 1958.

206

,
,

. 1991 .
wealth Bank of Australia)

(Common,
(

).

31
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207

: PRESSI ( HERSON )

,
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.
,
,

,
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8.2,

,
Allegis.

,
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.

,
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1

.
.

,
.

,
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,
:
,
208

,
.
,

United Airlines.

,
,

8.2
Allegis
,
Lippincott & Margulies,
(Dick Ferris),
United Airlines, Hertz,

(Clive Chajet),
.
UAL Inc.,
Western

Hilton,

.
Allegis
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1980-

.
).

,
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: Clive Chajet and Tom Shachtman, Image by Design
(Reading, MA: Addison-Wesley, 1991), 104109.

.
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Tmnsamerica

:
209

: PRESSI ( HERSON )

,
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. 1,

8.3.
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210

8.3

,
1996
.

: Lucent Technologies
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Imation

20

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1.
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11.
12.
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14.
15.
16.
17.
18.
19.
20.
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Imation
1
11, Lucent Technologies

Imation

AT&T
12

17,

9-

.
20

18

.
?
,

,
,

,
.
: P. Kavanaugh, 'Creating the Identity for a $20
Billion Start-up', Design Management Journal, 8, 1 (1997), 20
25; A. Schechter, 'Building a Global Brand', Design
Management Journal, 8, 1 (1997), 4044.
211

: PRESSI ( HERSON )

).

. 8.1.

( )

,( )

( )

'.

Biscuits Company

Arnott's

,
(

).

,
,

.
)

,
?
R. Hoverstad, 'Vividness as a Means of Attracting Attention: A
Revised Concept of Vividness',
R. Belk, G. Zaitman, R. Bagozzi,

D. Brinberg, R. Desh-pende, A. Firat, M. Holbrook, J. Olson, J. Sherry, and

B. Weitz (eds.), A MA Winter Educators Conference (Chicago: American
Marketing Association, 1987), 245248.
212

.
,
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.
(

8.3.
.
,
.

Lucent Technologies
-

,
.

,
(
(

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).
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.
,

8.1,
.
Lucent Technologies
,

Imation,

.
:
Bell
Imation.
Laboratories
.

Lucent
,

Bell
!
213

: PRESSI ( HERSON )

.
-

,
.

,
,

,
,

,
.
,

,
.

.
Campbell Soup
) Company, Chase
Manhattan Bank, US Steel
) China Light
) & Power
).
,
,
,
/
.
,
,

.
(Al Ries)
(Jack Trout)
2
.
,
,
,
.
,
,

S. Asche, 'Forming Impressions of Personality', Journal of Abnormal

and Social Psychology, 41 (1946), 258290.
Ries and J. Trout, Positioning: The Battle for Your Mind (New
York: McGraw-Hill, 1981).

.,
.
:
.)
214

.:

, 2001.

,
.

,
:
Compaq ( .
).
Weight Watchers, Lean
.

Cuisine

Healthy Choice (

).
Head & Shoulders ( .
).
Intensive Care ( .
).
Close-Up ( .
).
DieHard ( .
).
U-haul ( .
).
,
,
(British Design Council),

(Right to Life),
(Freedom from Hunger)
Greenpeace ( .
).
:
,
,
.
,
,

(Health

(Air Canada);

Canada);

.1.

(Revenue Canada)

.
,

,
,

,
.
,

,
.

,
,

. Selame and J. Selame, The Company Image (New York: John Wiley &
Sons, 1988).
215

: PRESSI ( HERSON )

,
,

.
,

,
,
(

,
,
,

PR.

(
).
.

. 8.1
.

: )
? )

?
(Wally Olins),
,
1

,
,

.
,

,
(
).

,
1.

,
),

:
(

)
,
.

,
,

W. Olins, Corporate Identity (Harvard: Harvard Business School

Press, 1989). 216

8.1

1.
2.
3.

Ford, Philips, Rolls-Royce, Hewlett-Packard, Nestle Lloyd's of

London, Saks-Fifth Avenue, Zurich Insurance Caterpillar
.
), Shell
.
), Apple
.
), Jaguar, Cobra Golf Abbey Healthcare
), Boston Beer Company (
), Holiday
Inn (
) Pan Am, Nabisco (
), PetsMart
ABC, BP, IBM, NEC, Qantas (Queensland and Northern
Territories Air Service
) Exxon, Kodak,
Navistar, Unisys, Xerox Burger King (
),
Cadillak (
), Nike (
)
Whirlpool
.
), Travelers Insurance
.
), Surf ( .
),
Dive & Ski
.
),
Four Seasons
.
), Speedo (
.
speed,
.
) Coca-Cola (
), Allegis (
. allegiance,
.
,
,
. aegis,
.
,
)

4.
5.
6.
7.
8.
9.

10.

!
2.

Kodak,
Coca-Cola, Xerox

,
,
.
,

,
a Kodak

Xerox

,
.

3.

,
CBS, CNN, CNBC, ESPN, NBC
?)

ABC,

.(
,
217

: PRESSI ( HERSON )

(
).

,
,
.
,
,
IBM FedEx,
International Business Machines
.
,
,
.

Federal Express
-

AGSM (Australian Graduate School of

:
,
.
,

,
,
.
,
,
,
Hoechst

Management).

4.
.

,
.
,
!

Siemens

.
.

Bayerische

Motorenwerke
)
,

BMW.
(
).

5.

,
.

218

,
,

,
,

.)

,
(

6.

,
.
,
,

.
Leda Consulting Group.
,

,
?
,

7.

.
.
,

,
(

).
,

.
American Express.
,

,
1918 . (
).
,

,
,
.
,
.

Mitsubishi
,

,
,

.
219

: PRESSI ( HERSON )

8.
.
(
,

.)

.
, 1970 .
(Charles and Maurice Saatchi)
Saatchi &

Saatchi. 1975 .
Garland'-Compton,
Saatchi & Saatchi Garland-Compton.
Saatchi & Saatchi Garland Worldwide.
,
,
,
Saatchi & Saatchi.
KPMG Peat Marwick LLP
,
,
.
,
,
Burroughs
Unisys
,
,

.
Sperry,

British Airways.

9.
,
.
,
,
Serious').
Sabena

. 'Lots Of Trouble, Usually

. D. Aaker, Managing Brand Equity (New York, The Free Press, 1991),
ch. 9; D. Aaker, Building Strong Brands (New York: The Free Press,
1996); K. Keller, Strategic Brand Management (Upper Saddle River, NJ:
Prentice Hall, 1998).
220

,
Experience, Never Again').

. 'Fix or Repair Daily').

. 'Such A Bad

,
.
.
.

RJR Nabisco
.
(

).
1

.(

RJR
RJR Reynolds.)

Nestle

(
).

,
,
(Henri Nestle)
,

,
:

2.

.
,
,

,
,
3.

.
1

. Burrough and J. Helyar, Barbarians at the Gate (London: Arrow Books,

1990).
2
D. Heer, Nestle 125 Years 1866-1991 (Vevey: Nestle, 1991).
3
Olins, Op. cit.
221

: PRESSI ( HERSON )

,
.
,

,
.
,

Qantas,

.
Nike

,
McDonald's.
(
Apple)
.
Shell.
170

,
,
.

,
,
.
Apple

Shell,

,
,

.
,

,
,

.
Institute)

,
(Marketing Science
,

.
,

,
.

,
,

.
.

,
,

.
,
.

,
8.4.

P.W. Henderson and J.A. Cote, 'Guidelines for Selecting or

Modifying Logos', Journal of Marketing, 62, 2 (1998), 1430.
222

8.4

,
,
,

,
.
,
,

,
.

.
,

,
.

,
:
1.

(
Apple).
,

2.

{Jaguar, Shell).
(

3.

).
4.

,
(

Nike

,
,

Imation).
(

5.
Bell,
).

6.
,
.
: G. Dowling, 'Corporate Identity Traps', Working Paper 96002, Australian Graduate School of Management (Feb. 1996); P.
Henderson and J. Cote, 'Designing Recognizable Logos', Working Paper
96-124, Marketing Science Institute (Dec. 1996).

223

: PRESSI ( HERSON )

,
.
,
.

Ford,

Coca-Cola,
McDonald's.

Kodak
.
.

,
IBM,

IBM

Big Blue,

,
,

,
,
.

.
,
. (

!)
,

.
:

.
-

,
,

.
.

,
-

:
;

,
;

;
J.E. Miner, 'The Colour of Money', Marketing (Dec. 1991-Jan.
1992), 8-10; B. Schmitt and A. Simonson, Marketing Aesthetics
(New York: The Free Press, 1997), 92-97.
224

,
.

,
.

,
.
(
,

(
.).
,

),

,
,
.

,
.

,
,

,
Coca-Cola
,
,
:
Sony, Mersedes-Benz, Kodak, Disney, Nestle, Toyota, McDonald's,
IBM Pepsi1.
?
:
,
?
,
,
(
),
,
,
?
,
.
,
1

Landor Associates top ten most recognized companies (1990),

company press release, San Francisco.
225

: PRESSI ( HERSON )

,
,

,
-

,
.
,

,
,
.

,
.
,
,

,
,

.
,

,
.
,
,

,
(
,
.

,
Memorex
Maxell,

.).
,
,
.

Schmitt and Simonson, Op. cit., 9798.

. Schmitt and Y. Pan, 'Managing Corporate and Brand Identities in the
Asia-Pacific Region', California Management Review, 36, 4 (1994), 32
48. L. Masten, 'Logo's Power Depends on How Well It Communicates with
Target Market', Marketing News (5 Dec. 1988), 20.
226

.
.

Mitsubishi
-

Lexus
,
,

2?

,
(
, ANA

. 'All Nippon Airways'))

, Alison
).
.
,
,
,
,
,
.
,
50%
1
.

,
(

,
.
.4

,
,

,
.

,
,

.
,
Leo Burnett

:
,
,

.
.

G.R. Dowling and . Kabanoff, 'Computer-Aided Content Analysis: What

Do 240 Advertising Slogans have in Common?', Marketing Letters, 7, 1
(1996), 6375.
227

: PRESSI ( HERSON )

?
-

.
,
,

.
-

,
,
,
,

,
-

,
.

.
,

.
IBM,

,
.

,
.

?
,
,
.

McDonald's
.
228

,
.
,

(
).
,
,
.
.

,
,

.
,

,
.
.
,

,
,

,
,

8.3),

,
,

,
,
.

,
.

8.5.
,
,

,
-

229

: PRESSI ( HERSON )

.
,

,
-

.
8.5
Digital Equipment
1993 .,
(Robert Palmer),

,
,
.

(Peter

Phillips),

,
,

,
,

.
d, g

35
: 1)

,
digital

, 2)

3)
.
Sampson Tyrrell
,
digital
,

,
,

*. (

,
.)

,
?.

,
,

.
,

,
,
.

,
.

DEC,
,

Digital.

DEC,

,
,

Digital
.
,

.
230

Datsun
Nissan

Nissan**.

Datsun.
Nissan.

,
Nissan

.
.
,
Nissan

Honda

Toyota.
,
.
19821984 .
30
.
.
Datsun
Nissan.
1990Datsun.
Digital.
,
.
,
,
Digital.
,
,

240

.,

,
,

.
DEC
.

1988 .
.,

35,

Digital

.
,
.

,
.
,
,
?

),
.
: " Y.A. Venable, 'New Logo Preserves Brand Equity',
Business
Marketing (Aug. 1993), 18. " D. Aaker, Managing Brand Equity (New
York: The Free Press,
1991), 5658.

:
9

: PRESSI ( HERSON )

231

.
-

,
.
(
),

).
:

,
.

,
)
Davidson, Marriott, Philips, Shell
,

,
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.
,
,

,
,
,

,
.
.
,
,
),

(
.

232

,
.

,
,
,

,
.
-

: PRESSI ( HERSON )

,
-

.
Gucci,
,
Moet & Chandon,

.
,

,
,

,
-

.
1980-

General Motors

(Bedford).

Vauxhall
,
GM

Products).
234

(Vauxhall)
Bedford

,
Spark Plug

Delco

Public Affairs Council

,
Vauxhall Bedford,
GM[.

GM,

GM,

,
:

GMn

?
,
-

,
.
GM,
,
Vauxhall Bedford

,
,
,

General Motors.
GM.

(Saturn),

,
)

General Motors

. Fountain, I. Parker, J. Samules, 'The Contribution of Research to General Motors'

Corporate Communications Strategy in the UK', Journal of the Market Research
Society, 28, 1 (Jan. 1986), 2542.
235

: PRESSI ( HERSON )

.
(Lexus),

Toyota,
,

.
,

Toyota
,

.
,

.
,
,
.

,
(
);
;

,
-

,
,

,
.

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,
,

,
,
.

.
,

.
,
American Express,

,
,

,
,

.(
1850 .

:
,
.)
,

236

American Express,

.
,

,
,
.

Home

,
,
American Express, American Airlines, American
Products,
American Marketing Association
).
,
,
.
1992 .
PR.
,

,
.

XVI .
,
,

.
,

,
-

,
.

,
.
PR

,
,

'92

.
,

.
,
-

,
,
,
,

.
,

(
,

,
,

)
237

: PRESSI ( HERSON )

.
,

. 9.1.
-

.
,

. 9.1,

:
1.
,

.
Bell Laborato

Lucent Technologies
& ,

ries)

.
2.
.

,
(Pert),

,
Procter & Gamble

?
3.
,
.

?
,
,

,
.
1

. 9.1

,
.
,

. 9.1.
238

,
,

.
:

,
.(

. 9.2,

,
-

,
.

.)
,

;
;

. 9.1
.
,

.
Nestle,

. 9.2.

J. Heer, Nestle 125 Years 1866-1991 (Vevey: Nestle, 1991).

239

: PRESSI ( HERSON )

(Zurich Insurance Company).

,

,
(

).

1990-

.
.

.
American Express

Lufthansa,

,
Zurich Insurance.
,
,
Qantas,

ANA.
(
.

,
Trans

Australia Airlines.
Australian Airlines.
Australian Airlines
Qantas

,
,
,
Qantas.

.)
1980(

,
),
(Reg

Ansett
Ansett))

9.1,
.
,
,

240

,
,

9.1

1997 .

.
,

,
,
.

,
,

.
.

,
.

,
,

3600

69

.
,

,
,

,
.
.
.
,

,
.

70%
.
,

,
.

:
,

.
: 'It's the government, stupid', The Economist (28 June
1997), 8384.

(
.

)
-

,
,
Australian Airlines
Ansett

,
,
241

: PRESSI ( HERSON )

,
,

?(
Ansett Australia,
Ansett.)
,

,
,

,
,

,
,

.
. 9.1,
,

3
,

.
(

3)
.
,
,
Apple, Boeing, Coca-Cola, Disney, Ford, IBM,
Kodak, Levi's, McDonald's
Xerox,
.
,

,
.
Canon, Fuji, Honda,
Mitsubishi, Nikon, Panasonic, Seiko, Sony, Suntory, Toshiba, Toyota
Yamaha
.
/(
).

(Paul Hogan)
/ Crocodile Dundee)

.
.
.

,
1

. Levitt, The Globalization of Markets', Harvard Business Review

(May/June 1983), 92102.
242

,
-

Saatchi & Saatchi.

,
,

,
.
,
Coca-Cola, Harley-Davidson, Levi's
McDonald's
,
,
Gucci
Chanel

.
,

.
,
4

. 9.1,

,
.

,
-

(
,
(

,
).

,
.

,
.(
?)

,
(
,

)
(

,
).

,
(

),

,
.
-

Philips),

).

,
,
(Mitsui Mitsubishi)
(General Electric, Westinghouse, DuPont,
,
,
.
,
243

: PRESSI ( HERSON )

,
,
,
,
.

,
Philips,

. 7,

,
-

.
,
.
,

,
-

,
,

Saab

,
.

1997 .

9-5

,
.
(

)
.
,

.
,
,

'.

,
.(

,
,

.)
. 9.1
,

.
,

,
.
,
316,
318, 323, 328,
1

, Z3, 523, 528, 535, 540, 735, 740, 750

A. Ries, Focus (London: HarperCollins Business,

1996). 244

840.

'.
-

(840-

Procter & Gamble

316- !)

350

,
,
,
.
-

,
.

.
,

,
.
,

,
.
,

:
Thermo Electron
);
:
Thermo Instrument, Thermo Process, Thermo Power, Thermo
Cardiosystems, Thermo Voltek, Thermo Trex, Thermo Fibertek,
Thermo Remediation, Thermo base, Thermo Ecotek, Thermo Spectra
,
, Thermedics.
,

,
,
.

:
.
P. Kotler, Marketing Management (Englewood Cliffs, NJ: Prentice Hall,
1991);
K. Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice
Hall,
1998).
245

: PRESSI ( HERSON )

Digital
), FX-2 (
),
), Taurus

), Venturis
Ford
), Ghia

,
,

).

.
9.2

,
.
Amatil,
,

Coca-Cola

,
Amatil.

Elders IXL
Foster's Brewing Group,
.

Consolidated Foods Corporation

Sara Lee Corp
.
. 9.1 (
6)

,
.

.
.
,
IBM PC,
.

IBM.
,
.

,
,

.
,
. 9.1.
246

9.2

,
,
.
(Kevin Keller)
,
,
,
,

(David Aaker)
,
,

,
.
,

,
.

.
256

(
,
).

,
.
,

.
Medallion

,
.
,
.
,
.
,
,
.
.

.
,

,
,

,
,

I
247

: PRESSI ( HERSON )

,
9.2
,
.
Ford Australia

GM,

(Capri)

.
,

,
.

,
,
Ford Australia,

,
. (

Ford

,
,

.)

Ford
,
,
.
:
. Keller and D. Aaker, 'Managing the Corporate Brand:
The Effects of Corporate Marketing Activity on Consumer Evaluations
of
Brand
Extensions',
Marketing
Science
Institute,
Working
Paper
Report No. 97106 (May 1997); B. Tuckey, 'Spring-Clean Gives Ford
the
Edge',
Business
Review
Weekly
(15
Jan.
1993),
2627.
_________________________________________________________

,
,
,
,

,
,

,
.
.

,
,

. Min Han, 'Country Image: Halo or Summary Construct?', Journal of

Marketing Research, 26 (May 1989), 222-229; D.Maheswaran, 'Country of
Origin as a Stereotype: Effects of Consumer Expertise and Attribute
Strength on Product Evaluations', Journal of Consumer Research, 21, 2
(1994), 354365.
248

,
,

.(
.)

12

,
-

. 9.3

.
.

1991

.
.

,
,
CNN,

.
,
.
,

,
,

. 9.3.

,
249

: PRESSI ( HERSON )

.
,

,
.
,

,
,
,
.

,
.

,
.
,
,
,

,
,

,
-

),
,

),

).
,

Bond),

1980-

(Alan

(Rupert Murdoch),

,
,
2000

.
(
,

?).
,

'Olympics 2000: Realizing Economic and Political Opportunities',

Committee for Economic Development of Australia (Feb. 1995).

250

,
-

,
Ikea

Saab,
.
,

Volvo
,

,
.

)
.

.
,
1997 .
.

20%
,
.

9.3

,
.
,

,
.

,
,

.
,

9.3

,
.
,

,
.

,
.
,

,
.
,
:

;
;

,
.
251

: PRESSI ( HERSON )

,
9.3
(Wolff Olins),
,
.

,
.
:

,
,

: 'A New Brand for Britain', The Economist (23 Aug.

1997), 45 46; M. Leonard, Britain: Renewing Our Identity
(London: Demos, 1997).

.
.

,
,

IBM PC,

,
.
,
.

)
(

.
.

,
.

.
,
.
: R. Blaich and J. Blaich, 'Made in Taiwan: Designing a
New Image', Design Management Journal (Summer 1993), 3640.

252

,
),

.
,

,
.

,
,
,

. 10,

,
.

,
.

,
.

,
,

)
.
,

,
;
,

,
.
J. Corstjens and M. Corstjens, Store Wars: The Battle for Mindspace
and Shelf-space (Chichester, UK: John Wiley, 1995).
253

: PRESSI ( HERSON )

,
.

,
,
,
.
,
.

,
(
).
,

,
.

,
,
.

?
,
,
,

.
,

. Penney.

Sears

/.

,
,
.

,
.
-

.
1

.: W. Chu and W. Chu, 'Signalling Quality by Selling through a

Reputable Retailer: An Example of Renting the Reputation of Another Agent',
Marketing Science, 13, 2 (1994), 177-189.
254

Ha
.
,

,
.

Caterpillar,

(Donald Fites)

Komatsu, Hitachi

Kobelco,

186

.
,
,

,
,
.
,

.
.

,
Caterpillar,
.
,
,

Nike,

.(

,
,

,
.
,

,
,

.)

.
'intel inside' (

'intel inside'

Intel
,
,

).
,

.
.

9.4
-

.
1

D. Fites, 'Make Your Dealers Your Partners', Harvard Business

Review (March-April 1996), 84-95.
255

: PRESSI ( HERSON )

9.4
'Intel inside'
1991 .,

486-

Intel

,
.

.
,

Intel
'intel inside'

!
,

,
Intel.
,
.

Intel inside'

,
.
,

,
.

IBM
.
IBM.

IBM.)
,
IBM.

,
.

,
.
,

1990.
386- , 486Pentium.

,
,
Acer, Compaq, Digital, Dell, Toshiba
.
,
Intel,
.
Intel
,
Fortune.
,
Dolby, Gor-tex, Lycra, Nutrasweet
,

256

Intel.
.

Intel

,
Stainmaster
,

Intel.

,
.

,
,

.
,

,
.

,
.
,
,

,
.

,
,

.
,

,
.
-

,
.)
,

,
.

,
.
,

,
,

.
,

257

: PRESSI ( HERSON )

1. (

,
-

.)
,
.
,

,
,

,
.

,
.

.
,
.
:

. (

,
.)
,
(

).

,
,

,
,

.
,

,
-

,
,
.

?
,

.
,

D. Ogilvy, Ogilvy on Advertising (London: Pan Books, 1983), ch.

10. A. Ries and J. Trout, Positioning: the Battle for Your Mind (New
York: McGraw-Hill, 1981), ch. 15.

258

:
Saab
,

.
,

.
.

.
British Petroleum.

.
,
: American Airlines, Boston Consulting Group, British Airways,
London Fog Clothing Co., Texas Instruments USAir.
,
,
: Benetton, Fuji, Heineken,
Lowenbrau, Mersedes-Benz, Perrier, Pierre Cardin.
,
,
,
.
: Lufthansa

Qantas
. (
Qantas
.)

.
.

,
.
.
,
.

,
,

.
-

259

: PRESSI ( HERSON )

,
.(

.)

,
,

.
,

,
,

.
-

,
,

,
,

.
,

....
,

,
,

.
.
BfG,
.

,
].

: 100
Philips

.
.

,
,

,
.

Swissair
(
:
,

.
,

,
,

.
AEG,
D. Head, 'Advertising Slogans and the "Made-in" Concept',
International Journal of Advertising, 7 (1988), 237-252.
260

: AEG
.
,

9.3,
-

.
,
.
,

,
.
,

,
-

).
,

.
,
,

,
,
.

,
.

,
,
-

,
,
.
.

.
.
,

...,
.

261

: PRESSI ( HERSON )

,
,
,

,
1980-

.
.
,

,
(

),

(
).

.
,

,
,

.
,
.

,
-

,
.

,
,

III

10

: PRESSI ( HERSON )

10

:
'

,
-

,
,
,

;
-

,
,

,
.

500
Fortune

.
,
,

. 1

.
,

Fortune

Far Eastern Economic Review),

11
,
.

Landor Associates

200 (
90
,
.
265

,
,

).

,
(> 0,6)
1
,
.

.
-

,
(

,
:
1234567

Fortune
,

,
,

,
.

,
,
.
,

,
,

. Brown and S. Perry, 'Removing the Financial Performance Halo from Fortune's
Most Admired Companies', Academy of Management Journal, 37 (1994), 1347
1359; C. Fombrun and M. Shanley, 'What's in a Name? Reputation Building and
Corporate Strategy', Academy of Management Journal, 33 (1990), 233256; J.
McGuire, A. Schneeweis, and B. Branch, 'Perceptions of Firm Quality: A Cause or
Result of Firm Performance', Journal of Management, 16 (1990), 167180; P.
Roberts and G. Dowling, 'Corporate Reputation and Sustained Superior
Profitability', Working Paper, Australian Graduate School of Management (1997).

.
,
,
.
Fortune
.

.
,
.
.
266

: PRESSI ( HERSON )

.
,
.
,

,
,

,
.
.
Shevron,

,
. 7,

.
.

?
,
,

,
:
,
;

*
.
,
.
,

.
.

,
,
,

)
267

,
,

,
.

,
,

.
,
.
,

,
,
.

.
.
,

,
.

)
,
.
.

.
.

,
?

.7

:
,
.

A. Griffin and J. Hauser, 'The Voice of the Customer', Marketing

Science, 12, 1 (1993), 1-27.
268

: PRESSI ( HERSON )

.
3.3
,

,
,
.3

3.5),

. 3.1

,
.

.
.
,

: )

,
,

; )

; )
; )

,
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( )
,

,
,

( ).

,
,
.

,
,

,
,

,
,

,
,

.
.

,
,

. 10.1.
.

,
R. Bhattacharaya, . Devinney, and M. Pillutla, 'A Formal Model of Trust
Based on Outcomes', Academy of Management Journal, 23, 3 (1998),
459472.

269

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.
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. 10.1.

,
,
,

.
,
.

,
,

,
-

.
,

.
,

.
100
,
-

270

: PRESSI ( HERSON )

.
1996

,
(

.
,

,
)
,
. 10.1.

,
,

,
,

,
.

,
,

. 10.1.
,

.
,

!
. 10.22.

,
,

,
.

,
(

.
,

.
-

'Civics
, The Economist (11 May 1996), 73; J. Waner, P. Dwyer, J. Rossant,
and J. Templeman, 'Writing a New Social Contract', Business Week (11 March
1996), 38-43.
(Brand Asset Valuator),
Young and
Rubicam.
.,
, D. Aaker, Building Strong Brands (New York: The Free
Press, 1996), 110114.
271

. 10.2.

,
-

:
.
,
10.2,

. 10.1

,
,
.
,
(

(Kevin Keller)

,
).
,
(

,
.
.

. 10.1
,

10.2,

,
,

. Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice Hall,
1998).

272

: PRESSI ( HERSON )

,
,

,
,
.

,
.

,
,

.
.

,
.
,

,
,
,
,
.

. 3.1

3.33.5).
,
,

,
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.
.

,
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.
; )

273

;
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)
.
.
,
.
.
,

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.
.

.
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,

.
,
,

,
,

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,

,
.

,
,
,

,
,
,
,

.
,
. 10.3,
.

,
.
,
.

274

: PRESSI ( HERSON )

,
,
t

. 10.3.

,
,

.(

.)
(

).
.
,

,
.

,
,

,
,

. 9.
,
,

,
,

.
,

,
275

.
,

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,
(

),

,
.
,

.
,
,
,

,
.

,
.
,

,
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,
.
,
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(

),
(
276

: PRESSI ( HERSON )

,
,

).
,

,
,

,
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-

,
,

.
.

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(

,
-

.
)

.
.

.
.

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).

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,

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,

:
.

,
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.
277

,
,

.
!
,

,
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(
)

,
500 000

, 5000

,
95%',
.

,
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,

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(
),

,
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)
.
,
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1

:
,

,
.

278

: PRESSI ( HERSON )

.
,
.

,
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,
!
,
.
30 000
.
,

100%,

,
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,
,
,

10%.
,

,
,

80%

, 50%

30%
,

,
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)
,

,
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,

,
:
,

,
,
279

.
,

,
(

)
.

,
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),

.
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).

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,
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,
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,
.
,
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,
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.

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(

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(

).

(
.

280

: PRESSI ( HERSON )

,
)

1.

2.

3.

4.

5.

6.

. 10.4.

,
-

.
.
,
.

,
),

.
,

,
,
.(
.)

.
,
,
,

,
Fortune.
281

.
,

,
;

2000

.
,
.

,
18

,
.

.
65%,
2000

300
,

.
,

15

,
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(
,

.),
.)
(

,
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.).
.

,
95%-

282

: PRESSI ( HERSON )

,
.
-

3%.

,
,

.(
,
,

.)

. 10.1
,

,
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,
,
300
95%-

15 (

.)

47%)

.
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,
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,
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,
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. 10.1.

,
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,
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.(
,

,
.)
283

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,%
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37
35

39
44

3.
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58
38
55
42

71

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57

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58
36

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12.
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56
54

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58
49
58

,
.

. 10.2
,
.

. 10.2
.
,
,
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284

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10.2

,
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,

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,
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,
.
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41 %
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.)

285

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10

21%

-2

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.
. 10.1.

.
(
,

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,
,

.
-

,
,
.(

.)
,
286

: PRESSI ( HERSON )

,
.

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,
,

,
,

American Express
,
,
.

.
,

.
1

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.

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(

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:
,
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.),

,
,
,

,
.
,
.
,
1

. Blackston, 'A Brand with an Attitude: A Suitable Case for Treatment',

Journal of the Market Research Society, 34, 3 (1992), 231 241.
287

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,
,
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,
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,
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.

.
.

(
Group Pic

).

.
Interbrand
,

.
,
Interbrand Group
: . Birkin, 'Assessing Brand Value',
Stobart (ed.), Brand Power (London: Macmillan, 1994), 209224.
288

: PRESSI ( HERSON )

,
.

.
,

,
,

. 10.4.
,

,
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290

: PRESSI ( HERSON )

?
,
,

:
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,
.

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.
,

).
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:
.

IBM.
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,
:
,

.
.
.

Apple

,
.
:

,
.

1960-

,
(

291

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Airlines.
,

,
:

.
,
(Frank Lorenzo)
.
.

1990 .
,

,
.
Lippincott & Margulies,
1

,
Continental Airlines
,
,
:

.
,

.
:

;
;

,
;

,
.

. Chajet, 'A New Image for Continental Airlines', Design Management Journal
(Winter 1992), 71-75.
292

: PRESSI ( HERSON )

,
),

,
. (
.)
,

,
,

, PR

.
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.

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.
.

,
.
293

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,
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.
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,
(John
-

1.

,
.
.

2.

,
.

3.

,
.

4.

.
.
(Warren Buffett),
[
],

.
Fortune]
]3.

,
.

. 11.1
,

J.P. Kotter, Leading Change (Boston: Harvard Business School

Press, 1996);
D. Turner and M. Crawford, Change Power: Capabilities That
Drive Corporate
Renewal (Sydney: Business & Professional Publishing, 1998).
. : F. Simons, 'Transforming Change', Australian Financial Review Magazine
(27-8 March 1999), 3036.
. no: T.S. Stewart, 'Why Leadership Matters', Fortune (2 March 1998), 3950.
294

: PRESSI ( HERSON )

1.

,
.

,
.(

. 3.1

,
. 3.)

11.1

,
?
?
,
.

?
,

,
?
?

: J. Bourgeois and D. Brodwin, 'Strategic Implementation: Five Approaches to an

Elusive Phenomenon', Strategic Management Journal, 5 (1984), 241-264.

,
,
(Sam Walton)

.
-

:
(Bill Gates),
Jobs)
(Anita Roddick)

Wal-Mart;
Microsoft;
(Steve
Apple Computer;
Body Shop;
Saatchi & Saatchi;
(Akio Morita)
Sony;
(Thomas Watson)
IBM
(Richard Branson)

Virgin.

' J. Bourgeois and D. Brodwin, 'Strategic Implementation: Five

Approaches to an Elusive Phenomenon', Strategic Management
Journal, 5 (1984), 241264.
11

295

,
,

,
.

,
.
.
,
.
,
,
McNamara) (
,
).

,
(Robert P.
Ford Motor
-

,
,

.
(Harold Geneen)
,

ITT.

ITT

,
.

,
,

' R.T. Pascale and A.G. Athos, The Art of Japanese Management
(New York: Simon & Schuster, 1981).
296

: PRESSI ( HERSON )

(Andy Grove)

Intel
,

.
(Jack Welch)

General Electric,
,
. (

,
,

1992
,

.)

,
,
,

,
.

,
,

,
Iacocca)
British Airways,
Scandinavian Airlines,
Coca-Cola
Apple Computer.

(Lee
Crysler,
(Jan Carlzon)
(Robert Goizueta)
(John Sculley)

.
,
,

.
,
.
297

,
.
. 4.
,

. 11.1,
,
.
,

,
.

11.1.

,
.

.
11.1

SAS
ABB

(Jan Carlzon)

1981 .

Scandinavian
.

Airlines System,
SAS

,
,

.
,
,

,
SAS

,
.

298

: PRESSI ( HERSON )

.
SAS

11.1
SAS.
,

.
,

.
,

.
,

,
,

,
,
.
,
SAS

,
.

SAS

,
.

(Moments of Truth)
,

1990-

.
.

,
Asea Brown Boveri,
. 1988 .

(Percy Barnevik),
,
,
ABB
.

Brown Boveri.

Asea

,
,

,
,
.

1300

1996

ABB
5000
500

.
,

.
,

,
-If)
,

40

)
-

30%
299

11.1
18 000

ABB
.

,
.

,
.

: Scandinavian Airlines System, Harvard Business School, Case 9487-041 (1986); J. Carlzon, Moments of Truth (New York: Harper & Bow,
1987); 'The ABB of Management', The Economist (6 Jan. 1996), 68.

10.1

10.2,

. 10,

;
;

,
:

.
,
.
,

.
,
,

.
(George Day)

,
,
1

G.S. Day, Market Driven Strategy: Processes for Creating Value

(New York: The Free Press, 1990), ch.7.

300

: PRESSI ( HERSON )

1
.

: 1)
. 5.1); 2)

,
3)

,
.
(

,
,

:
1:

.
2:
:
)

(
);

,
;

.
,

;
)
.
3:

,
,

,
.
,
-

1.

'.

.
J. Edward Russo and P.J.H. Schoemaker, Decision Traps (New
York: Simon & Schuster, 1989); J. Rossiter and L. Percy,
Advertising Communications & Promotion Management (New
York: McGraw-Hill, 1997).
301

,
-

,
(

(
,

,
,

).
.

.
(

:
.
-

,
,
,
1980-

1990-

,
,
(JIT Just-In-Time),
(TQM Total Quality Management),
,
,
,
,
.).
.7
,
,
,
,
( )
)

.
-

.
.

,
,

.
,
Philips Electronic.

302

: PRESSI ( HERSON )

11.1

1990

1997

. 11.1.

.
-

,
.
,

.
.

,
,

Avis,

Hertz
.
,

A. Ries and J. Trout, Positioning: The Battle for Your Mind (New
York: McGraw-Hill, 1986).
303

.
,
-

,
(
Kentucky Fried Chicken

,
KFC,

Arnatil

.
,

,
Minnesota Mining and

Coca-Cola Amatil.
Manufacturing
,
.
Burroughs Sperry
,

Unisys
.

)
).
,

,
1989 .

British Petroleum'.

,
.

,
1981

.,

1988

.
. British Petroleum

,
2

.
,

G.R. Dowling, 'BP Catches the Global Brand Fad', Australian

Institute of Management Magazine (Feb. 1991, NSW edn.), 78.
N. Shoebridge, 'Goodbye Quiet Achiever, Hello Global
Togetherness', Business Review Weekly (27 Oct. 1989), 94, 95, 97.
304

: PRESSI ( HERSON )

.
,

,
.
1980.
Saatci & Saatci

,
.

,
,

,
:

,
.

,
.

.
,

,
,
,

Shevron,

Mobil Shell
British Petroleum
,
,

,
.

Coca-Cola:
,

Cola,

, Coca-

,
(

),

.
:

.
,
.
,

(Thomas Kosnik)

:
305

.
,
-

,
(
Kentucky Fried Chicken

,
KFC,

Amatil

.
,
Coca-Cola Amatil.
Manufacturing
,
.
Burroughs Sperry
,

,
Minnesota Mining and
Unisys
.

)
).
,

,
1989 .

British Petroleum^.
,

,
1981 .,

.
1988 . British Petroleum

,
2

.
,
G.R. Dowling, 'BP Catches the Global Brand Fad', Australian
Institute of Management Magazine (Feb. 1991, NSW edn.), 78.
N. Shoebridge, 'Goodbye Quiet Achiever, Hello Global
Togetherness', Business Review Weekly (27 Oct. 1989), 94, 95, 97.
304

: PRESSI ( HERSON )

.
,

,
.
1980.
Saatci & Saatci

,
.

,
,

,
:

,
.

,
.

.
,

,
,
,

Shevron,

Mobil Shell.
British Petroleum
,
,

,
.

Coca-Cola:
,

Cola,

, Coca-

,
(

),

.
:

Coca-Cola!
,
.
,

(Thomas Kosnik)

:
305

,
,

,
.

,
,

,
Qantas

.
Qantas

.
.(

.)2
Qantas

,
,

.
,

.
,
.
,
.
,
,

.
;

,
-

T.J. Kosnik, 'Designing and Building a Corporate Reputation',

Design Manage
ment Journal (Winter 1991), 10 16.
,
; 2)

: 1)
; 3)
; 4)

,
.

306

: PRESSI ( HERSON )

(
,

).
,
,
.

,
,

:
.
.

. 11.2
.
:
.

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5.

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307

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. 11.2.

.
,

. 3.1

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,
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308

: PRESSI ( HERSON )

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,
,

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,
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;

,
,
,

.
,
.

,
,
,

30%

,
.
,
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Apple).

. 11.2

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.

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309

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,
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,
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. 12).

,
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. 49

.
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,
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,

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(

.
.
310

: PRESSI ( HERSON )

. 11.3

,
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,
,
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.
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12

311

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,
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,
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,
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,
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. 11.4.

. 11.2
),
.

. 11.2

,
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. 11.4.
:
A.
.

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.
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312

: PRESSI ( HERSON )

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313

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,
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.
,

,
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,
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,
,

.
.

,
,
,
,
!

,
.

,
,
.
-

,
,
,

' V.H. Vroom and P. Yetton, Leadership and Decision Making

(Pittsburgh: Pittsburgh Press, 1973).
.

314

: PRESSI ( HERSON )

.
,
.
,
,

,
.

,
.

,
.

,
,
(

),
.

,
,
Ford Motor,

,
,
.

,
,

,
,
,
.
,
,

,
,

.
,
,

,
,

,
.
.

315

,
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,
-

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. 3).
,
.

.
.
,
,
.
,
.

,
-

,
-

,
,
-

.
,
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,
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316

: PRESSI ( HERSON )

,
,

,
,

,
,
,
.

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.
,

.
,
.

,
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,
.
.
,

.
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. 10.1

10.2).
.

,
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.
.

. 10),
,

318

: PRESSI ( HERSON )

.
,

,
,

.
-

,
,

:
(Justice Mars-Jones)

Shell
,
.
Daily Telegraph
Shell

.,
)

. (

Bob Berzok,
Union Carbide)

,
90
,
,
,
. (
Johnson & Johnson,

/ Jim Burke,
)
,

Johnson &

Johnson,
,

.
,
.
37%.
,
7%.

12

35%

30%,
.

14
1,13

.,

14%'.

. Fombrun, Reputation: Realizing Value from the Corporate Image (Boston:

Harvard Business School Press, 1996), 93-95.
319

1989 .,

,
.

,
.

Exxon
,
,
.

14
3

.,

5%

.
,

.
,

,
1,4

.;
900

.,

.(

Exxon

.)

Fortune,

. 12.1.
,
Exxon

.
,

,
.

1
2

.
1994 .
Exxon

. 319.
,
5

.
,

.
320

: PRESSI ( HERSON )

---.....
----

10

11

110

59

42

1986

1989

1992

1995

. 12.1.

Exxon
Fortune

,
.

,
,

,
.
,
,
(Lawrence
Raw!)

.
,

,
'.

. 12.1,
.
PR-

P. Fries, 'Ripple Effect: 10 Years After the Exxon Valdez',

Australian Financial Review Magazine (2728 March 1998), 7175.
321

12.1

Exxon,
1988
1989*
1989
1990
1991
1992
1993
1994
1995
1996
1997

22,00
25,00
25,88
30,44
30,56
31,56
30,38
40,25
49,00
61,19
73,13

,
,

,
,

PR-

,
Johnson & Johnson

12.1.
Johnson & Johnson
PR-

,
.

,
,

,
.

,
,

.
-

,
,

,
.

322

: PRESSI ( HERSON )

12.1
Johnson & Johnson,

1982 .

.
,

100

.
.

,
,

4.2,
,

.
,
,
.
,
.
PR-

,
,

,
, 2

.
(

).

.
,

.
80

,
.

,
,
.
Johnson & Johnson,
Union Carbide,

,
.

,
2500

10 000.
Johnson & Johnson

,
,

.
: D. ten Berg, The First 24 Hours (Cambridge, MA:
Basil Blackwell, 1988), ch. 2.

323

,
.

,
PR-

.
,
,

,
.
,
,
,

:
)

(
(

)2.

,
,

, 1991 .

Salomon Brothers
.
;!
.
(SEC)

. Pearson and J.Clair, 'Refraining Crisis Management', Academy of Manage

ment Review, 23, 1 (1998), 5976.
P. Shrivastava, I. Mitroff, D. Miller, A. Miglani, 'Understanding Industrial
Crises', Journal of Management Studies, 25 (July 1988), 285-303.
Fombrun, Op. cit.; R. Lowenstein, Buffett (New York: Doubleday, 1995),
ch. 22.
324

: PRESSI ( HERSON )

,
,

,
,

.
,

.
.

,
,

,
:

1982
1986

Johnson & Johnson

.,

,
,
,
.
50
,

.
.
-

,
,
.

,
.

McDonald's.
1

. Weick, 'The Vulnerable System: An Analysis of the Tenerife Air Disaster',

Journal of Management, 16, 3 (1990), 571593.
325

.
-

,
.
,
,
(McSpotlight).

.
,

:
Johnson & Johnson
,
,

McDonald's.
,

,
,

:
.
,

,
,

,
,

,
.

,
.

.
(Dickie Scruggs),

,
.

326

: PRESSI ( HERSON )

.
,

,
.

,
-

:
,

1.

,
,

,
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-

60

.
,
,

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,

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,

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.

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,

Wright

Rely

(
.

,
,
Dow Corning
P&G,
.
.
-

,
. Carvell, ' Counsel for the Plaintiff, Fortune (29 Sept. 1997), 97102.
.
. Cain, 'Why the old rules won't defuse a modern crisis', Australian Financial
Review (15 Aug. 1997), 65.

327

Benetton,
.
,
,

.
,

,
www.benetton.com. (

,
,
.)
. 12.2

,
,

Johnson & Johnson.

,
I,

,
,

. 12.2.
328

: PRESSI ( HERSON )

.
,
.
(

).
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,( )
,

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,

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329

.)
Salomon Brothers,

(
Berkshire Hathaway,
),

.
15
,

.
,

.
,

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,

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,
.

12.2
,
.
,

,
-

.
,
,

,
.
,

.
-

,
.
.

.,
, D. Kahneman, P. Slovic, and A. Tversky, Judgement Under
Uncertainty: Heuristics and Biases (Cambridge: Cambridge University Press,
1982); J. Russo and P. Shoemaker, Decision Traps (New York: Simon & Schuster,
1989); A. Pratkauis and E. Aronson, Age of Propaganda (New York: W.H. Freeman
and Company, 1991).

330

: PRESSI ( HERSON )

12.2

Hogarth)

(Robin
-

,
,

: 1)

; 2)
,
.
.
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.
,

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:

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.
.
.
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331

12.2

.
,

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,

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.
,

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.

,
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.(

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.

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,

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.

,.

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: 4, 4, 4, 4, 4, 4,
,

5.

5, 3, 4, 4, 3,
.
?
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,

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.

,
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,

.
332

: PRESSI ( HERSON )

12.2

,
,
.

,
.

,
,
,

.
,

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.

...

,
,

.
,
,
.
,

,
,

,
,

.
,
?

,
.

.
,
.
: A.D. Cox and J.D. Summers, 'Heuristics and
Biases in the Intuitive Projection of Retail Sales', Journal of
Marketing Research, 24, 3 (1987), 290297; H.N. Garb,
'Clinical Judgment, Clinical Training and Professional
Experience', Psychological Bulletin, 105 (1989), 387396; R.
Hogarth, Judgment and Choice: The Psychology of Decision (New
York: John Wiley, 1980); E.J. Johnson, J. Hershey, J. Meszaros and H.
Kunreuther, 'Framing, Probability Distortions and Insurance Decisions',
Journal of Risk and Uncertainty, 7 (1993), 35 51; J.W. Payne, J.R.
Bettman, E.J. Johnson, 'Behavioral Decision Research: A Constructive
Processing Perspective', Annual Review of Psychology, 43 (1992), 87
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364

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R. Burbury, 'The "Third Wave" of Branding', Australian Financial

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60x90/16.
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22.12.2002.
04.03.2003.
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Newton
. . 25,0. .- . . 21,71.
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107005,

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03474
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, 43/1,
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127214,

,
070824
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., 107.

21.01.93.
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