haku: @indexterm Human Resource Management / yhteensä: 1760
viite: 369 / 1760
| Tekijä: | Martin, G. (et al.) |
| Otsikko: | Branding: a new performance discourse for HR? |
| Lehti: | European Management Journal
2005 : FEB, VOL 23:1, p. 76-88 |
| Asiasana: | Human resource management Employee attitudes Corporate image Scotland Europe |
| Kieli: | eng |
| Tiivistelmä: | This paper explores the potential for human resource (HR) professionals to draw on the branding literature as a new performance discourse. It is believed that there is more than a passing fad because of three important trends: 1. the importance of corporate and global branding, 2. the development of the services-based economy in all advanced economies, and 3. the growing importance of intangible assets and intellectual capital as sources of strategic advantage. In making the case, firstly, some of the emerging evidence on the branding-HR relationship are outlined. Secondly, diverse sources of literature from marketing, communications, organizational studies and human resource management (HRM) are brought together to produce a model of the links btw. branding and HR. |
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