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THE IMPACT OF HISTORY AND HERITAGE IN THE FORMATION AND ATTAINMENT OF CORPORATE IDENTITY IN THE AGE OF GLOBALISATION: AN ASSESSM
Journalism & Communication
Pages 40 (10040 words)
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.
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. ...
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