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Kreativitt als Bestandteil der Markenidentitt

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834984524
Condition
New
Product Description

Die Schaffung von markenidentittsbasierten Innovationen erlangt vor dem Hintergrund des zunehmenden Wettbewerbsdrucks fr Unternehmen eine steigende Erfolgsrelevanz. Dass Innovationen dabei ihren Ursprung in kreativen Mitarbeitern haben, nimmt Evelyn Kstner zum Ausgangspunkt fr eine verhaltenstheoretische Betrachtung der kreativittsfrdernden Determinanten im Unternehmenskontext. Sie zeigt theoriegeleitet und empirisch, wie das individuelle Kreativittspotenzial von Mitarbeitern durch geeignete kognitive, motivationale und emotionale Gestaltungskomponenten des Arbeitsumfeldes besser ausgeschpft werden kann, um kreative Verhaltensweisen und Zufriedenheit von Mitarbeitern zu frdern.

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