Role of External Responsiveness and Internal Communications in Building Successful Strong Brands in the Age of Globalisation: An Assessment of Harrods’ Legendary Success 1849 – Present 2013 The copy right of this dissertation remains with the author; no quotation or information derived from it may be published at any time due to confidential contents…
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This study in a quest to explore how strong global brands are developed in this age of globalisation has explored the role of external responsiveness and internal communications. By using a case study of Harrods, the study has explored the role of innovation in overcoming the challenges of globalisation. It has been explored how organisational culture, work environment and internal communications help an organisation maintain its corporate identity under the ever merging and fast mobilising society today. By using primary and secondary data, Harrods as a case for this study was investigated. By the responses of 185 Harrods employees and five managers the role of innovation in external awareness and responsiveness and the support it receives from internal environment was explored. It was found that both are vital to the success of an organisation. The research also presented a few obvious recommendations to the companies to meet challenges of globalisation while maintaining ones identity and heritage. Acknowledgements The author is grateful to have received all the generous help and support from numerous people and institutions. In the honour of my highest sincerity, my thanks and appreciation goes to all 185 members of staff from Harrods whom participated in this research. This dissertation would not have been possible without your participation. Particular thanks to Harrods business managers Warren Bates, corporate affairs executives Natasha Williamson, Joel Verner and marketing executive Amy Mayhew and many anonymous contributors whom given me the opportunity to complete my internship at the Harrods Press Office where many insights to the research are obtained during the course. Special thanks go to Andrea Davis for being my tutor, thank you for your help and patience. Last but by no means the least; I wish to acknowledge my gratitude to the Department of Public Relations at the London College of Communication. Contents 1.INTRODUCTION 6 1.1 Background and Context 6 1.2 Research Aims and Objectives 7 1.3 Rationale and Significance 7 2.LITERATURE REVIEW 8 2.1 Concept of Globalisation 8 2.2 Globalisation of Brands 8 2.3 Overcoming the Challenges of Globalisation through Innovation 9 2.4 Key elements of Building Strong Global Brands 11 2.5 Internal Awareness and Responsiveness 12 2.6 External Awareness and Responsiveness 13 2.7 Theoretical Framework and Chapter Conclusion 14 3.RESEARCH METHODOLOGY 16 3.1 Research Philosophy 16 3.2 Research Paradigm – Case Analysis 16 3.3 Data Sources 17 3.4 Research Design 17 3.5 Data Collection Tools 18 3.6 Sampling 19 3.7 Data Analysis Technique 20 3.8 Data Reliability, Validity and Triangulation 20 3.9 Ethical Considerations 21 4.RESULTS AND FINDINGS 23 4.1 Case Study – Harrods 23 4.2 Findings from Questionnaire and Interview 24 4.2.1 Findings from Questionnaire 24 4.2.2 Findings from Interview 30 5.DISCUSSION AND ANALYSIS 32 5.1 Discussion 32 5.2 Analysis in the light of Literature 33 5.3 Supporting Evidence 34 6.CONCLUSION AND RECOMMENDATIONS 37 6.1 Conclusions and Suggestions 37 6.2 Revisiting Aims and Objectives 38 6.3 Future Research Scope 38 References 40 Appendix – I 43 Appendix – II 45 1. INTRODUCTION Globalisation is the process of increasing interconnectedness of societies. Argued by Arojomand (2004, p. ...
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