Business firms use rebranding typically in an attempt to remove some negative associations, improve sales, giving it a modern look, or during mergers and acquisitions, to change the way the corporation is viewed. The issue of corporate-rebranding though quite popularly used amongst corporates to change identities and is seen featured regularly in business reviews and business related news, has been largely ignored largely by the academic/scholarly world, leading to a serious lack of research articles on this topic. Aim – The chief objective of this paper is to delineate the term corporate rebranding in addition to the various underlying theories that create a framework for the process. It also highlights the various contexts that often makes this process an important one for the corporate houses, while also focuses on the pitfalls that may turn rebranding into a total failure. Approach – The paper uses a qualitative and inductive methodology through literature review and case studies to comprehend the various principles and theories of corporate rebranding. It uses case studies to present examples of corporate rebranding that were successful and those that failed, while evaluating the reasons behind their successes or failures. The research paper however has certain limitations where we find that there is a lack of academic or scholarly articles on this topic. There is no dearth of business reviews or press releases on this topic, but academicians, in general, have kept away from this subject. Corporates present an opaque front in cases where they have attempted rebranding and have failed. As for example, eircom, which had initially succeeded in its rebranding venture but now has a poor financial output, has removed the internal memorandums that it had circulated amongst its employees during rebranding, making the case study highly dependent on data derived from other researcher’s works. Even in cases of successful rebranding, all facts related to the old identity are removed after sometime, to keep up with new brand image. Significance of the study – Despite a lack of research papers that have a theory-based approach on the topic, this paper attempts to create a well-studied and comprehensive framework on corporate rebranding that analyses both the pro and cons of the issue. 1 Introduction 1.1 Background study In recent times, observations reveal that there has been an increasing emphasis on using brands as a management strategy for achieving better business outcome (Balmer and Greyser, 2003). Increasing competition at a global level has led the corporates to feel a desire for uniqueness. If variables that give a firm its most unique value while helping it to gain a competitive edge over the rivals, are examined, corporate brand or image appear as most relevant
The term rebranding refers to the process that leads to the creation of a new symbol, logo, name, or all three in combination, for a corporate house. Corporate rebranding is undertaken with the specific objective of creating a perspective shift and a change in stand, in the minds of the stakeholders and business rivals…
According to the report leadership style has assumed some element of importance and it is assumed that a leader with a certain leadership style will have certain qualities. Tests such as the Belbins test help in understanding the type of leadership that a person has. The gap in the literature is that the desired qualities in a leader are not apparent.
The objectives of the study are to understand what strategic management is about; under what circumstances knowledge transfer occurs within a strategically managed organization; how strategic management can foster knowledge transfer in an organization and how important strategic management is for knowledge transfer within an organization.
It was discovered from previous researches that many Western tourists had visited the country but they had to face some problems in the country which impacted their overall tourism experience. After Olympics game in 2008, China’s image was improved but the number of tourists visiting China was not increasing at the rate as expected; the tourism and hospitality industries were unable to meet the standards as set by the Western tourists.
As the report stresses the financial sector is considered to perform a crucial role in the overall economy of the world, and hence the active contribution and involvement of this sector is very vital. The financial services sector’s influence on the sustainability development is on the whole indirect by means of its impact on the activities and strategies of companies.
sources 35 4.6.1 Secondary data sources 35 4.6.2 Primary data sources 35 Reference 39 Chapter 2: Literature review 2.2 Theoretical review The term “Corporate Governance” has emerged as one of the pertinent debate topic for both business managers and academic scholars.
rking with others, teamwork, groups & group dynamics------10 4 a) Difference between groups and teams--------------------------10 4 b) Elements of team working at Tarmac---------------------------11 4 c) Impact of technology on team performance---------------------11 Bibliography------------------------------------------------------------------------13 Introduction The concept of organisational behaviour is very important in the operations of any given organisation.
A mixed methods case study was conducted with which interviews and survey questionnaires were carried out in order to obtain more detailed and comprehensive results. Running records such as company reports and exit interviews were also examined. Findings indicated that the HR strategies of the CMG only focused on administrative functions (e.g.
A brief history of amazon.com will be shown here and how the e-commerce giant has evolved over the years. The influence that the online retailer has garnered over the period, how it has affected online trade and how customers have responded to its present form will be of prime focus and interest.
nd Discussion 21 4.Conclusion 29 5.Recommendations 33 6.References 35 7.Bibliography 40 Executive Summary Risk management is one of those fields that have benefited from the advancements made in the 20th century. This is due to the fact that advances in other fields such as management and human resources have assisted in the development of this arena.
yees as stakeholders Empirical studies Corporate social responsibility: the case of Volvo and BMW Summary 10 Chapter Three: Methodology Introduction Research approach Research design The methods and materials of data collection Procedure Sampling Ethical considerations Data analysis Summary 38 Chapter Four: Results 44 Chapter Five: Discussion and analysis Summary of the results Discussion and analysis 60 Chapter Six: Conclusions and recommendations Conclusions Recommendations 64 References 67 Abstract The era of globalization has ushered in a new generation of intense competition.
66 pages (16500 words)Dissertation
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