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markenbezogene Human Ressource Management. Interne Durchsetzung einer Markenidentität: Ein kurzer Überblick

markenbezogene Human Ressource Management. Interne Durchsetzung einer Markenidentität: Ein kurzer Überblick

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich Führung und Personal - Sonstiges, Note: 1,3, Sprache: Deutsch, Abstract: Die Arbeit setzt sich überblickshaft mit den Themen des HR Managements und Markenidentität auseinander. Sie zeigt dabei die verschiedenen Phasen des markenbezogenen HR-Managements auf. Der Fokus dieser Arbeit liegt auf den theoretischen Grundlagen, welche zu Beginn ausführlich erläutert werden. Darauf aufbauend werden die Maßnahmen zur Personalsozialisation der verschiedenen Phasen dokumentiert. Aufgrund der zunehmenden Homogenisierung der Produkte müssen Markenunternehmen mit ihren Mitarbeitern einen Faktor schaffen, der sie vom restlichen Wettbewerb differenziert. Daher ist die Entwicklung und interne Durchsetzung einer Markenidentität von höchster Bedeutung. Ziel ist es stets, einer erhöhten Fluktuation in den weiteren Phasen aufgrund von mangelndem, markenkonformen Verhalten entgegenzuwirken sowie Mitarbeiter zu entwickeln, die die Markenidentität leben und dadurch einen positiven Einfluss auf das Markenimage haben. Die Markenidentität besteht aus sechs Teilen: der Markenherkunft, Markenvision, Markenwerte, Markenpersönlichkeit, Markenkompetenz und schlussendlich der Markenleistung. Jeder dieser Bestandteile repräsentiert einen wichtigen Teil der Markenidentität und muss auf die anderen abgestimmt sein, da sonst die Marke undifferenziert wahrgenommen werden kann. Mitarbeiter sollen vom HR-Management intensiv durch die Vor-Eintritts-Phase, Eintritts-Phase und Metamorphose-Phase begleitet und in durchgängig markenkonformen Verhaltensweisen geschult werden. Durch einen hohen Mitarbeiter-Marke-Fit kann das Unternehmen bereits in der Personalrekrutierung die richtigen Mitarbeiter auswählen. Maßnahmen für die Personalsozialisation sind bspw. Einführungsveranstaltungen, Mentoring Programme oder interne Markenakademien. Die Mitarbeiter müssen realitätsnah geschult werden, um die abstrakte Markenidentität in konkrete Verhaltensweisen zu übersetzen.


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Product Details
  • ISBN-13: 9783346222015
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Weight: 54 gr
  • ISBN-10: 3346222012
  • Publisher Date: 23 Jun 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Ein kurzer Überblick
  • Width: 148 mm


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