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Employer brand and international employer brand: literature review
Corporate Communications: An International Journal, 2023PurposeThis review article offers an insight into employer brand and its importance for organizations, as well as an overview of international employer brand based on research on this topic available to date.Design/methodology/approachAn examination and critical evaluation of 37 research articles, two scientific monographs and a chapter was conducted ...
Anja Špoljarić +1 more
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The Business & Management Collection, 2009
Inspired by the reluctance of SME of invest in brand in internationalization plan, the author aims at finding the driving factors of an international brand. In spite of the traditional approach considering competitive advantages and market competition theory, the author looks at the managerial factors and industrial environment variables to a useful ...
T.C. Melewar, Suraksha Gupta
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Inspired by the reluctance of SME of invest in brand in internationalization plan, the author aims at finding the driving factors of an international brand. In spite of the traditional approach considering competitive advantages and market competition theory, the author looks at the managerial factors and industrial environment variables to a useful ...
T.C. Melewar, Suraksha Gupta
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Journal of Brand Management, 1999
This paper seeks to identify the basis against which successful internal brands can be created. In addition, it looks at the greatest variable of all — people, who, in service companies, represent the biggest manifestation of the brand. The recognition of this axiomatic truth is universal and this paper lays out a framework for translating this ideal ...
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This paper seeks to identify the basis against which successful internal brands can be created. In addition, it looks at the greatest variable of all — people, who, in service companies, represent the biggest manifestation of the brand. The recognition of this axiomatic truth is universal and this paper lays out a framework for translating this ideal ...
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2015
International sales and operations are becoming increasingly important to many media companies. Being able to utilize an internationally well-known brand facilitates entry into foreign markets. When operating internationally, the question of whether to localize or to standardize brand communication and content across markets is crucial.
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International sales and operations are becoming increasingly important to many media companies. Being able to utilize an internationally well-known brand facilitates entry into foreign markets. When operating internationally, the question of whether to localize or to standardize brand communication and content across markets is crucial.
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Internal Branding: Exploring Market How to Sell Brand in the Internal Market?
Shodh Sankalp Journal, 2021" Internal branding is a vital component of internal marketing which improves organizational performance in the competitive era. Internal marketing creates employee orientation or internal customer orientation. This research paper focused on internal branding as a solution to improve the internal market, which has a positive impact on the external ...
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International Branding at Mirza International
2014Today, due to globalization, enterprises are increasingly looking towards the global marketplace to market their products. The business opportunities in the foreign markets are no longer considered as only available to large multinational enterprises with long term foreign market presence.
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Branding and the international community
Journal of Brand Management, 2003The international community has come up for analysis in the last few years. It was probably less prompted by 9/11 than by the growing concern over globalisation. Now, the very idea of the international community, the American national image, globalisation and the war on terrorism seem to be converging.
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The Adoption of a Brand by Internal Customers through Internal Branding Activities
2018Çalışanlar, markavaatlerini ve deneyimlerini dış paydaşlara, yani müşterilere iletenlerdir. Müşterilerin uygun bir markadeneyimine sahip olup olmayacağı, çalışanların marka değerini ve vaatleriniiletme biçimine bağlıdır. Bu bağlamda işletmeler dış marka stratejisini içselstratejiyle uyumlu hale getirebildikleri takdirde içmarkalaşmada dolayısıyla ...
UYGURTÜRK, Hilal, CANDAN, Selva Seza
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Managing the International Brand
2001Over the last few years several factors have contributed to reducing trade restrictions such as: International agreements (Gatt, lower customs duties…), Improvements in the means of transport and logistics, Rapidity and availability of information, Global media coverage, Growth of industry worldwide, Changes in financial ...
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