Taking Brand Initiative
How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
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Taking Brand Initiative by Mary Jo Hatch
Book DescriptionTaking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to OoutsidersONpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
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Book DetailsISBN: 9780787998301
(234mm x 157mm x 26mm)
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley & Sons Inc
Publish Date: 11-Apr-2008
Country of Publication: United States
Books By Author Mary Jo Hatch
Organization Theory, Paperback (November 2012)
Organization Theory offers a clear and comprehensive introduction to the study of organizations and organizing processes. It encourages an even-handed appreciation of the main perspectives defining our knowledge of organizations and challenges readers to broaden their intellectual reach.
Organizations: A Very Short Introduction, Paperback (March 2011)
Organization happens in the act of working with others to accomplish a desired future state. It can happen through intentionally designed activity, spontaneous improvisation, or some combination of the two, but it always requires coordinated effort. This Very Short Introduction provides a lively and thought provoking introduction to the topic.
Three Faces of Leadership, Paperback (October 2004)
* A text on leadership giving insight into the minds of CEOs who have been celebrated by the Harvard Business Review over the last decade of the twentieth century. * Represents a broad spectrum of organisations, including Volkswagen, Eni. , Xerox, Dell, Whirlpool, Bell Atlantic, British Airways, USAA, Compaq, and Nike.
Organizational Identity, Hardback (March 2004)» View all books by Mary Jo Hatch
Ranging from theoretical contributions to empirical studies, the readings in this volume address the key issues of organizational identity, and show how these issues have developed through contributions from diverse fields of study.
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Author Biography - Mary Jo Hatch
Mary Jo Hatch is professor emerita at the University of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark. Majken Schultz is professor at the Copenhagen Business School. Hatch and Schultz co-founded the Corporate Brand Initiative, which is funded by the LEGO Group and sponsored jointly by Nissan, Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefonica, and ING.
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