Incorporating business unit managers’ perspectives in corporate branding strategy decision making
Corporate Reputation Review p. 241- 251
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.
|ERIM Article Series (EAS)|
|Corporate Reputation Review|
|Organisation||Erasmus Research Institute of Management|
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