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Benchmarking brand management in the creative industry

Andriopoulos, Constantine and Gotsi, Manto 2000. Benchmarking brand management in the creative industry. Benchmarking: An International Journal 7 (5) , pp. 360-372. 10.1108/14635770010359900

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This paper identifies benchmarks in relation to brand management practices in the creative industry. Based on the findings of three case studies we propose an empirical framework explaining the interrelationships among five employee management practices, individual/team creativity and corporate brand building. We conclude that creative organisations need to recognise their employees’ creative output as their key asset towards successful brand building and hence should aim to provide their employees with the appropriate environment for enhancing creativity in their work.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Uncontrolled Keywords: Benchmarking; Brand management; Creativity; Employee development
Publisher: Emerald
ISSN: 1463-5771
Last Modified: 10 Jul 2020 14:06

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