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Springer Nature
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Marken strahlen von innen nach auen. Das ist zwar jedem klar, und doch liegt im Alltag der Fokus jedes Unternehmens auf dem externen Auftritt. Dabei wird die Frage, wie man Mitarbeiter fr die eigenen Unternehmensziele und -werte begeistert, immer wichtiger. In vielen Branchen knnen echte Wettbewerbsvorteile nur noch ber das Verhalten der Mitarbeiter erzielt werden. Die Identifikation mit der eigenen Corporate Brand bildet die Voraussetzung dafr, dass Mitarbeiter die Ziele und Werte, fr die eine Marke steht, nach auen tragen knnen. Karin Krobath und Holger Schmidt zeigen, wie es gelingt, die Marke zum Bezugspunkt aller unternehmerischen Entscheidungen und Aktivitten innerhalb des Unternehmens zu erheben. Geschftsfhrer, Brand Manager, Kommunikationsfachleute und Personalverantwortliche lesen hier, wie sie Fhrungskrfte und Mitarbeiter involvieren und inspirieren.

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