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Internal brand building in multicultural organisations: a roadmap towards action research

Internal brand building in multicultural organisations: a roadmap towards action research In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding, literature widely lacks an understanding of how employees from different cultural backgrounds develop a shared brand understanding and how leaders can facilitate this process. This paper introduces a road map to action research: First, a justification as to why action research is considered an appropriate model to capture internal brand building processes is provided. Subsequently, the main steps that led to the development of the presented methodological framework are outlined by referring to results of pre‐tests or to already published material where appropriate. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Internal brand building in multicultural organisations: a roadmap towards action research

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750410530011
Publisher site
See Article on Publisher Site

Abstract

In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding, literature widely lacks an understanding of how employees from different cultural backgrounds develop a shared brand understanding and how leaders can facilitate this process. This paper introduces a road map to action research: First, a justification as to why action research is considered an appropriate model to capture internal brand building processes is provided. Subsequently, the main steps that led to the development of the presented methodological framework are outlined by referring to results of pre‐tests or to already published material where appropriate.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Jun 1, 2004

Keywords: Brand management; Social interaction; Leadership; Culture (sociology)

References