Building Brand Equity and Consumer Trust Through Radical Transparency Practices
IGI Global (Verlag)
978-1-5225-2417-5 (ISBN)
The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customersÕ loyalty.
Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.
Topics Covered
The many academic areas covered in this publication include, but are not limited to:
Brand Awareness
Corporate governance
Employee Engagement
Product Innovation
Risk Management
Supply Chain Management
Workforce Quality
Elena Veselinova is an Assistant Professor at the Faculty of Economics at Goce Delcev University, Stip, Macedonia. She is the Head of the Department of Management. Dr. Veselinova has a PhD in Strategy, a Masters Degree in Management, and a BachelorÕs degree in Management. She teaches in the areas of strategic management and investment management. Her researches and publications are related to strategic management, brand management, investment management and entrepreneurship. Marija Gogova Samonikov is an Assistant Professor at the Faculty of Economics at Goce Delcev University, Stip, Macedonia. She is the Head of the Department of Finance. Dr. Gogova Samonikov has a PhD in Finance, a Masters Degree in Finance, and a BachelorÕs degree in Marketing. She teaches in the areas of finance and investment management. Her researches and publications are related to finance, investment management and financial aspects of intangible assets.
Preface
Chapter 1: Defining the Concept of Brand Equity With Radical Transparency
Chapter 3: Radical Transparency and Brand Equity as Key Factors for Successful Business Strategy
Chapter 4: How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage
Chapter 5: Combining Radical Transparency With the Brand Pentagon
Chapter 6: Evaluating the Brand With Radical Transparency
Chapter 7: The 3M Company: How to Use Radical Transparency to Generate Value for the Company
Chapter 8: Unilever and Its Supply Chain: Embracing Radical Transparency to Implement Sustainability
Chapter 9: Henkel: Radical Transparency and Sustainability
About the Authors
Index
| Erscheinungsdatum | 05.11.2017 |
|---|---|
| Verlagsort | Hershey |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 1285 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie | |
| ISBN-10 | 1-5225-2417-7 / 1522524177 |
| ISBN-13 | 978-1-5225-2417-5 / 9781522524175 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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