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.

中文翻译：

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美学从美丽上升到声誉管理

美学不仅仅是产品或服务的美。这也不仅仅是一种定位和区分品牌的方法。今天，美学表达了利益相关者的价值观。当利益相关者稳定地观察他们的公司时，美学包括产品、服务、品牌以及管理流程。这意味着利益相关者的审美主张会影响管理本身的风格及其结果的风格。美学代表了利益相关者对企业活动的彻底简化但强有力的判断。从管理的角度来看，美学需要一种对话能力，将市场动态融入生产过程以服务于美学主张。美学成为管理伦理。在这样的背景下，时尚是谈判过程，它会导致品牌过时而加速的稳步创新压力。因此，审美管理是营销 3.0 的应用，它通过利益相关者的价值观和平均声誉来配置市场。