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Internal Branding: Mitarbeiter zu Markenbotschaftern machen - dargestellt am Beispiel von DHL

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  • Kreutzer, Ralf T.
  • Salomon, Stefanie

Abstract

In diesem Arbeitspapier wird das Konzept des Internal Branding theoretisch dargestellt und in seinen verschiedenen Gestaltungsparametern beleuchtet. Dabei werden nicht nur die Ziele eines Internal Branding dargestellt, sondern auch die Instrumente, die in einem entsprechenden Prozess zum Aufbau eines Internal Branding einzusetzen sind. Schließlich wird am Beispiel DHL aufgezeigt, in welcher Weise eine Vielzahl der vorgestellten Instrumente hier umgesetzt und welche Ergebnisse dabei erzielt wurden.

Suggested Citation

  • Kreutzer, Ralf T. & Salomon, Stefanie, 2009. "Internal Branding: Mitarbeiter zu Markenbotschaftern machen - dargestellt am Beispiel von DHL," Working Papers 45, Berlin School of Economics and Law, Institute of Management Berlin (IMB).
    • Handle: RePEc:zbw:imbwps:45
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    Cited by:

    1. Warmdt, Luca & Užik, Martin & Löcher, Markus, 2018. "Financial signaling with open market share repurchases and private redemptions," Working Papers 93, Berlin School of Economics and Law, Institute of Management Berlin (IMB).

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