By Hanna Lena Deitmar

Sowohl die Unternehmenskultur als auch die Unternehmensmarke können als strategische Ressource zum Markterfolg von Unternehmen beitragen. Hanna Lena Deitmar strukturiert auf foundation einer explorativen examine die Beziehung von Kultur und Marke und zeigt wechselseitige Beeinflussungen auf. Sie leitet für das interne Markenmanagement Ansätze ab, die die Verankerung der Marke in der Unternehmenskultur (Markenimplementierung) und die Beurteilung dieser Beziehung (Marken-Kultur-Fit) durch Mitarbeiter berücksichtigen.

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Die Beziehung von Unternehmenskultur und Unternehmensmarke: Ein Beitrag zum Behavioral Branding: Volume 54 (Unternehmensführung und Marketing) (German Edition) by Hanna Lena Deitmar


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