Aesthetics Rising from Beauty to Reputation Management

Abstract

Aesthetics is more than just beauty of products or services. It is also more than an approach of positioning and differentiating brands. Today, aesthetics express stakeholder values. As stakeholder steadily observe their corporations, aesthetics includes products, services, brands as well as management processes. That means the aesthetic claims of stakeholders impact both, the style of management itself and the style of its results. Aesthetics represent a radical simplification, but powerful judgment of corporate activities by stakeholders. From a management point of view aesthetics requires a dialogic competence that incorporates market dynamics into production processes to serve aesthetic claims. Aesthetics become management ethics. With this background, fashions are negotiation processes which lead to the pressure of steady innovation accelerated by the obsolescence of brands. Hence, aesthetic management is an application of marketing 3.0, which configures markets by the means stakeholder values and mean reputation.