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Brand-Specific Leadership

  • Kartonierter Einband
  • 152 Seiten
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The task of encouraging employees to build and strengthen an organization s brand image that is, encouraging them to act as "brand... Weiterlesen
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Beschreibung

The task of encouraging employees to build and strengthen an organization s brand image that is, encouraging them to act as "brand champions" is a challenge for businesses high in customer interaction. In this effort, supervisors play a critical role as they are the ones who need to motivate and guide employees' brand building behavior. But what can managers actually do to have employees act on behalf of the corporate brand? The author Felicitas Morhart answers this question in a twofold way: First, in terms of what managers should do and second, in terms of what managers are able to do. She therefore presents results of two studies. In a first study, she shows which leadership style is most effective for enabling brand-building behaviors among employees and the psychological processes involved. In a second study, she examines the question of whether it is possible for managers to learn the very leadership style that has been identified as superior in the first study.

Autorentext

Felicitas Morhart, Dr. oec HSG: Studies in Communication Science, Organizational Psychology, and Media Law at the Ludwig-Maximilians Universität in Munich, Doctorate in Business Administration at the University of St. Gallen in 2008



Klappentext

The task of encouraging employees to build and strengthen an organization's brand image - that is, encouraging them to act as "brand champions" - is a challenge for businesses high in customer interaction. In this effort, supervisors play a critical role as they are the ones who need to motivate and guide employees' brand building behavior. But what can managers actually do to have employees act on behalf of the corporate brand? The author Felicitas Morhart answers this question in a twofold way: First, in terms of what managers should do and second, in terms of what managers are able to do. She therefore presents results of two studies. In a first study, she shows which leadership style is most effective for enabling brand-building behaviors among employees and the psychological processes involved. In a second study, she examines the question of whether it is possible for managers to learn the very leadership style that has been identified as superior in the first study.

Produktinformationen

Titel: Brand-Specific Leadership
Untertitel: On Its Effects and Trainability
Autor:
EAN: 9783838104669
ISBN: 978-3-8381-0466-9
Format: Kartonierter Einband
Herausgeber: Südwestdeutscher Verlag für Hochschulschriften AG
Genre: Management
Anzahl Seiten: 152
Gewicht: 247g
Größe: H229mm x B151mm x T15mm
Jahr: 2015