Brand-Specific Leadership
| Preis: | 69.90 EUR* (inkl. MWST zzgl. Versand - Preis kann jetzt höher sein!) |
| Versand: | 0.00 EUR Versandkostenfrei innerhalb von Deutschland |
| Partner: | buecher.de |
| Hersteller: | Südwestdeutscher Verlag Für Hochschulschriften (Morhart, Felicitas) |
| Stand: | 2015-08-04 03:50:33 |
Produktbeschreibung
The task of encouraging employees to build and strengthen an organization´s brand image - that is, encouraging them to act as "brand champions" - is a challenge for businesses high in customer interaction. In this effort, supervisors play a critical role as they are the ones who need to motivate and guide employees´ brand building behavior. But what can managers actually do to have employees act on behalf of the corporate brand? The author Felicitas Morhart answers this question in a twofold way: First, in terms of what managers should do and second, in terms of what managers are able to do. She therefore presents results of two studies. In a first study, she shows which leadership style is most effective for enabling brand-building behaviors among employees and the psychological processes involved. In a second study, she examines the question of whether it is possible for managers to learn the very leadership style that has been identified as superior in the first study.
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