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Abstract Corporate Soft Power (CSP) is an important strategic asset in the condition of new competitive circumstance. As it is composed of diverse components, CSP is somewhat abstract to understand. Previous studies always place emphasis on some limited aspects, but neglecting others. This study divides the CSP into four levels: meta-soft power, character and resources level CSP, external CSP, and functional level CSP. Based on system engineering theory, a decision-making structure to improve CSP was provided, including value system, resource, capability, leadership, reputation, and corporation citizenship. Different key elements of CSP can influence the level of CSP and be taken as means to improve CSP.
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Received: 19 May 2011
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Corresponding Authors:
HUANG Guo qun
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2012, Vol. 1 
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