From Corporate Reputations, Branding and People Management: A Strategic Approach to HR
Introduction
In this chapter, we follow up our discussion on segmentation to examine a range of interesting developments that should help HR practitioners create better external and internal reputations, and brands. As part of this discussion, we also introduce the ideas underlying talent management, one of the growth areas in strategic HR because it is one of the major problems facing businesses and public sector organizations, especially in the knowledge sectors and creative industries. We also evaluate these ideas using the lenses introduced in Chapter 5 to reveal their strengths and weaknesses. Finally, we discuss some of the international issues of reputation management, branding and HR, concluding with a case of Wal-Mart in Germany. For those readers involved in multinational companies, we develop these international issues in Chapter 7.
To give readers an insight into the problems certain organizations are facing in this field, we will use a consulting case we were asked to work on. Confidentiality is important here so we have changed the name and location of the company to protect its identity.
The strategic drivers
Banco (South) (the Company), part of the Banco Group, has undergone a great deal of change over the past decade, including a recent strategic re-positioning and re-branding exercise that has attempted to differentiate the bank from competitors as a 'local', regional bank but with access to all of the advantages and resources of a major, 'global' financial institution. This positioning and re-branding...
Products & Services
Topics of Interest
Introduction Both of us have substantial experience of working and researching in multinational enterprises (MNEs), so the kinds of mistakes that Wal-Mart seems to have made in Germany (see Box 6.3)...
Introduction At the end of the first chapter we raised the question of the significance of the corporate agenda for the HR function. Given the central theme of this book has been about the key role...
Making the connections between strategy, corporateness and HRM In the opening chapter we introduced two of the most important corporate-level concepts in our model branding and reputation management...
Learning objectives By the end of this chapter you should be able to: understand the issues facing managers in attempting wholesale organizational change; apply the ISM model to an...
Chapter List Chapter 1: Introduction Chapter 2: Branding The Nation: The Historical Context Chapter 3: Nation-Brands and The Value of Provenance Chapter 4: Country as Brand, Product and...
