Towards an integrated approach to corporate branding - an empirical study
Journal
Corporate Communications : An International Journal
ISSN
1356-3289
ISSN-Digital
1758-6046
Type
journal article
Date Issued
2002
Author(s)
Einwiller, Sabine
;
Will, Markus
Abstract
Based on the findings of an empirical study among communication executives in 11 multinational companies we propose an increasingly integrated approach to corporate branding. Key aspects which support our claim are the growing importance of the financial community, the augmenting skills shortage driving competition for current and future employees, and the enhanced transparency of corporate activities being greatly supported by the particular characteristics of the Internet. In order to achieve greater integration and eventually a favourable reputation we propose an organisational model combining centralisation and team organisation which particularly aims to support integration across the various functions responsible for stakeholder relations.
Language
English
HSG Classification
not classified
Refereed
Yes
Publisher
MCB Univ. Press
Publisher place
Bradford
Volume
7
Number
2
Start page
100
End page
109
Pages
10
Subject(s)
Eprints ID
12915