Incorporating business unit managers’ perspectives in corporate branding strategy decision making
Describes the Strategy, Internal organization, Driving forces, External prestige and Corporate branding strategy (SIDEC) model that suggests under which conditions business unit managers must be willing to support a uniform corporate branding strategy. Role of business managers in the decision-making involved in corporate branding; Information on corporate brand endorsement models; Features of the SIDEC model.
van Riel, C.B.M., & van Bruggen, G.H.. (2002). Incorporating business unit managers’ perspectives in corporate branding strategy decision making. Corporate Reputation Review, 241–251. Retrieved from http://hdl.handle.net/1765/2668