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Die Beziehung von Unternehmenskultur und Unternehmensmarke
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Sowohl die Unternehmenskultur als auch die Unternehmensmarke knnen als strategische Ressource zum Markterfolg von Unternehmen beitragen. Hanna Lena Deitmar strukturiert auf Basis einer explorativen Analyse die Beziehung von Kultur und Marke und zeigt wechselseitige Beeinflussungen auf. Sie leitet fr das interne Markenmanagement Anstze ab, die die Verankerung der Marke in der Unternehmenskultur (Markenimplementierung) und die Beurteilung dieser Beziehung (Marken-Kultur-Fit) durch Mitarbeiter bercksichtigen.
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