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2015 | Social Exclusions in Europe : Marketing Perspective | 174--188
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360° DOFIR-Model for Identity, Image and Reputation Conceptual Model for 2.0 Era for Non-Profit Organizations

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In this chapter we present how reputation is eventually influenced by the desired and organizational identity, organizational touch points and corporate image. After a theoretical introduction, this paper introduces the 360° DOFIR-model, a conceptual model for Desired identity, Organizational identity, Fuzzy touch points, Image and Reputation. This chapter is relevant for NGO's, for it will provide them with insight in how reputation is influenced. Relevance will also be found by innovative entrepreneurs, who need to manage image and reputation over multiple stake holders in for example the start-up and funding phase. This paper will also be relevant for scholars in the topics of identity, image and reputation, for it provides a new model for understanding these topics in the 2.0 society. (fragment of text)
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