Incorporating Business Unit Managers' Perspectives in Corporate-branding Strategy Decision Making

被引：0
|
作者：
van Riel C.B.M. [1 ]
van Bruggen G.H. [1 ]
机构：
[1] Rotterdam School of Management, Erasmus University
来源：
Corporate Reputation Review | 2002年 / 5卷 / 2-3期
关键词：
advertising; brand; communications; corporate branding; e-communication; identity; image; intangibles; philanthropy; positioning; reputation; stakeholder;
D O I：
10.1057/palgrave.crr.1540177
中图分类号：
学科分类号：
摘要：
In making successful decisions about the way business units should use a corporate brand in their communication activities it is important to carefully consider business units' management perspectives. In this paper the SIDEC model that suggests under which conditions business unit managers will be willing to support a uniform corporate branding strategy and under which conditions they will favor a varied strategy where business units will be more autonomous is described. © 2002, Palgrave Macmillan.
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页码：241 / 251
页数：10
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