Internal Branding in Multinational Firms : A gap analysis of internal stakeholder perceptions

Internal Branding in Multinational Firms : A gap analysis of internal stakeholder perceptions

Authors: JoAnna Caster & Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to...

Full description

Bibliographic Details
Main Authors: Caster, JoAnna, Linnes, Dana
Format: Others
Language:English
Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2013
Subjects:
internal branding
internal brand
international marketing
marketing strategy
stakeholder perceptions
internal marketing orientation
human resource management
country of origin
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26195

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26195

Similar Items