IPR- a study of China Eastern Airline

(Park , Lyon Cameron , 2000 With time the fame of the bad reputation for the business or company could lead to a complete downfall of the business through the loss of important customers

This study asserts that building a good reputation takes time and the use of many resources (Walsh , 2003 . Good reputation leads to increased returns and good relationship with the various stakeholders of the business . A positive reputation ensures that a business gains trust and confidence from the target market (Fernando , 2004 . This study asserts that airline businesses are faced

with stiff competition and only airlines companies with a competitive edge are able to ensure their success in the airline business . Reputation management can be enhanced through the use of various models for instance the internet (Hart Blackshaw , 2006 . It is integral for airline businesses to appreciate the role of consumer generated media sites which have the ability to either destroy or build a certain brand . China Eastern Airlines needs to ensure that the businesses online reputation is highly upheld since target consumers and other stakeholders can use the airlines website to acquire needed information easily . China Eastern Airlines should ensure that the company 's website is up to date and relevant to the target market cache and other stakeholders important to the success of the business

This study asserts that there has been significant development of globalization and technological advancement making it easy for people from all walks of life to access information from the internet . In this case , China Eastern Airlines to enhance its reputation management the company need to track what the general public thinks about the company The major challenges faced in airline businesses are as a result of lack of proper research on the views and attitudes of target markets and stakeholders of the...