Cardiff University | Prifysgol Caerdydd ORCA
Online Research @ Cardiff 
WelshClear Cookie - decide language by browser settings

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

Full text not available from this repository.

Abstract

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 Oct 2019 03:21
URI: http://orca-mwe.cf.ac.uk/id/eprint/38693

Citation Data

Cited 43 times in Google Scholar. View in Google Scholar

Cited 19 times in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item Edit Item