Academic literature on the topic 'External personnel marketing'
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Journal articles on the topic "External personnel marketing"
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Gajanova, Lubica. "Challenges of external personnel marketing." SHS Web of Conferences 92 (2021): 02018. http://dx.doi.org/10.1051/shsconf/20219202018.
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Research background: In the long term, employees are without a doubt the most important success factor for any company. Due to the demographic change, numerous companies are increasingly confronted with a shortage of skilled workers and are therefore facing the increased competition in gaining of the qualified employees. This challenge is exacerbated by a globalization, digitization and the change from an industrial society to a service one as well. In addition, the Slovak and worldwide labor market in the coming years will be characterized by a change of generation, which will form the majority of the available potential of the workforce. Against this background, aspects such as employer attractiveness and employer branding are becoming increasingly important and influential in the field of personnel management. Purpose of the article: Due to demographic developments and the upcoming change of generation, companies will face the difficulty of inspiring qualified employees in the future. This creates numerous challenges for external personnel marketing. The overall goal of this paper is to contribute to the current state of research on the challenges of personnel marketing in the future. Methods: The method of collecting data through a questionnaire and the contingency analysis to process the data were chosen for this research. Findings & Value added: The objective of the paper is to setting up specific recommendations for the use of external personnel marketing, against the background of changing requirements and attitudes of generation Z.
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Gladka, Olena, and Victoria Fedorova. "Defining personnel marketing strategies." Business: Theory and Practice 20 (March 15, 2019): 146–57. http://dx.doi.org/10.3846/btp.2019.14.
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The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise’s external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming enterprise’s internal attractiveness as an employer. The choice of strategy is based on the Matrix determining the generalized level of enterprise’s attractiveness as an employer. This Matrix allows identifying nine types of personnel marketing strategies. The content of each type of personnel marketing strategy was substantiated. The main actions contributing to the improvement of level of enterprise’s attractiveness as an employer internally and externally were developed based on the 7Ps personnel marketing mix. Results of this study have theoretical and practical significance. They can be used as basis for further studies, while developed recommendations can be used by a management team for implementation within an enterprise that seeks to develop its employer attractiveness.
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Gogolova, Martina, Oľga Ponisciakova, and Katarina Ivankova. "The Use of External Personnel Marketing in Slovakia." Procedia Economics and Finance 26 (2015): 131–38. http://dx.doi.org/10.1016/s2212-5671(15)00897-7.
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Yadransky, Dmitry, Rinat Latypov, and Elena Chumak. "Personnel-marketing as a direction of development of personnel agricultural complex." E3S Web of Conferences 222 (2020): 06024. http://dx.doi.org/10.1051/e3sconf/202022206024.
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The article considers the ambivalence of personnel marketing as a modern management technology that allows balancing on the principles of the mutual agreement the interests of employers and employees in a situation of choice in the segment of the labor market. The problem of the article lies in the need to search for tools to effectively build (develop) the labor market of agricultural enterprises. Personnel marketing technologies are proposed as tools. Research methods are: methods of theoretical generalization, logical modeling, induction, and other general scientific methods. The article defines the main directions and mechanisms for the development of personnel marketing as a modern social management technology that ensures the tactical and strategic development of company personnel. The possibility of promoting the attractiveness of jobs at agricultural enterprises through the use of external and internal tools of personnel marketing is being considered.
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Elabbasy, Einas. "The Impact of External Personnel Marketing Strategy on Brand Awareness of Customers." International Journal of Customer Relationship Marketing and Management 12, no. 1 (January 2021): 44–64. http://dx.doi.org/10.4018/ijcrmm.2021010103.
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This research analyzes the impact of external personnel marketing strategy using 7ps on brand awareness of students in the technological universities in Egypt. Two questionnaires were prepared and distributed. The research was applied on 254 faculty members of the whole technological universities in Egypt (Cairo, Quesna, and Beni Suef) and 280 students of these universities. The results indicated that there is a positive significant effect of external personnel marketing strategy using 7Ps (individually and collectively) on brand awareness. The study proposed a number of recommendations.
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Pinar, Musa, Tulay Girard, Paul Trapp, and Zeliha Eser. "Services branding triangle." International Journal of Bank Marketing 34, no. 4 (June 6, 2016): 529–49. http://dx.doi.org/10.1108/ijbm-04-2015-0043.
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Purpose – The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach – Data were collected from customers, managers, and contact personnel of three types of banks in Turkey – state, private, and foreign. Findings – The study finds significant external branding gaps between the perceptions of managers and customers and interactive branding gaps between the perceptions of contact personnel and customers, but no internal branding gaps between the perceptions of managers and contact personnel with respect to CBBE dimensions. Research limitations/implications – The sample was limited to Turkish adult citizens of a single major metropolitan area in Turkey and bank personnel in three cities. Originality/value – The services branding triangle framework used in this study allows service brand managers to understand not only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but also provides an opportunity to identify the external, internal, and interactive branding gaps of each of the brand equity dimensions. The findings provide an empirical test for the three promises theory and identifying potential branding gaps resulting from differences between consumer, management, and contact personnel perceptions of CBBE and its dimensions. The paper discusses the implications of the findings in developing a strong services brand and brand equity.
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GERMANJUK, Natalia. "PERSONNEL MARKETING AS TOOL OF REALIZATION OF STAFFING POLICY ON THE ENTERPRISE." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 3 (53) (October 4, 2020): 65–75. http://dx.doi.org/10.37128/2411-4413-2020-3-5.
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his article discusses the essence and importance of marketing of personnel as a tool for implementation of staff policy. Established, that it represents an administrative activity, aimed at satisfying of company by workers, which form its strategic potential and help to solve specific problems. Namely, staff marketing is a type of organizational management, focused on providing qualitative and quantitative organizational requests in the workforce. It was revealed that marketing personnel has two main functions - informational and communicational. The first of these is determined by the creation of the database during the planning of personnel policy, the other one is aimed at realization of ways of satisfaction the needs of workers, as well as forming a good image of the enterprise. It is substantiated that the system of marketing data of the staff policy is a general exchange of information, which provides for quality analysis and planning of activities. The sources of such data are: basic and additional curricula of universities, courses and employment services; analytical materials of state bodies; information exchange of labor; specialized literature on employment; advertising brochures of competitors. The internal and external factors characterizing the essence of marketing of personnel are investigated. Consequently, internal factors are determined by the ability of enterprise to influence the management of an enterprise. External, in turn, there are the conditions on which the company itself can`t influence. The author proposes the main directions for improvement of marketing activities in relation personnel management. Established also that the main objectives of marketing personnel of the enterprise are: analysis of the labor market in order to detect current and future needs for quantitatively-qualitative staff; research of production growth trends for timely provision of new jobs and for satisfaction of personnel policy needs; search and hiring of employees who meet organizational requirements.
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(Jay) Yoo, Jaewon, Todd J. Arnold, and Gary L. Frankwick. "Promoting boundary-spanning behavior among service personnel." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1626–47. http://dx.doi.org/10.1108/ejm-10-2012-0610.
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Purpose – The purpose of this model is to explain how person – organization fit (P – O fit) and competitive intensity, conceptualized as a job resource and a job demand, respectively, ultimately affect the development of frontline employee boundary-spanning behavior (BSB). Design/methodology/approach – A survey methodology was used in collecting data from a sample of bank employees in South Korea. To analyze the data, a structural equation model procedure using LISREL 8.5 was used (Jöreskog and Sörbom, 1996). Findings – Results suggest that a frontline employee’s P – O fit decreases emotional exhaustion and increases achievement-striving motivation. Competitive intensity significantly reduces achievement-striving motivation. Results also show that competitive intensity significantly attenuates the positive relationship between P – O fit and employee achievement-striving motivation, highlighting the importance of contextual industry stressors upon internal organizational behaviors. Both emotional exhaustion and achievement-striving motivation are found to ultimately affect BSBs except for the link between emotional exhaustion and service delivery. Originality/value – The current study applies the job-demands resources model to demonstrate how both an externally initiated job demand (competitive intensity) and an internally oriented job resource (person – organization fit) influence employee experience of emotional exhaustion and achievement-striving motivation. Interaction effects of P – O fit and competitive intensity on employee’s psychological states (emotional exhaustion and achievement-striving motivation) are also examined. Further, it is demonstrated that both emotional exhaustion and achievement-striving motivation will directly influence service employee boundary-spanning behaviors, but in differential manners. This highlights the importance of exhaustion and motivation as mediators for the ultimate effect of a job resource (P – O fit), answering a call for such understanding of the developmental process for BSBs (Podsakoff et al., 2000). This is the first empirical study to link both internal and external elements to illuminate the process for developing job demands and resources, as well as boundary spanning behaviors.
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S. Sipho, Makgopa, and Theron Daniel. "External environmental considerations in the planning of strategies of car dealerships." Environmental Economics 8, no. 1 (April 12, 2017): 83–92. http://dx.doi.org/10.21511/ee.08(1).2017.09.
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This paper focuses on the external environmental factors that have an impact on the planning of organizational strategies from car dealerships perspective. The paper argues, that the organization`s failure to consider and analyze external environmental factors could render strategies, particularly, marketing communication strategies and campaigns ineffective. It is pertinent to note that the external environmental factors of consideration during the environmental analysis may vary amongst different industries and sectors of the economy. In effective planning of strategies organizations, including car dealerships, in theory are expected to conduct external environmental analysis with more emphasis on market and macro-environments. The purpose of this paper is to test this theory by exploring on market and macro environmental factors that are of consideration in planning marketing communication strategies and campaigns of car dealerships in practice. In order to achieve the purpose of the paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng, South Africa was implemented. The paper utilizes a qualitative content analysis in analyzing primary data using Atlas ti version 7 computer software. The results revealed that the economic, season factors and technological advances that might lead to environmental conservation and the target audiences serve as key factors of consideration in the external environment during the planning of marketing communication strategies and campaigns. The results of this paper can be used as a basis for recommendations to stakeholders in the motor vehicle industry. Finally, future research directions are provided.
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Малышев, Алексей, and Aleksey Malyshev. "The Role of Personnel Marketing in the Formation of Competitive Advantages of the Enterprise." Scientific Research and Development. Economics of the Firm 8, no. 2 (August 7, 2019): 4–9. http://dx.doi.org/10.12737/article_5d0c95c3b1dc45.76462922.
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The article reveals the role of marketing personnel in shaping the competitive advantages of an enterprise, and approaches to the essence of marketing staff of various authors are considered. A model of personnel marketing has been developed in the formation of a competitive advantage of an enterprise based on elements of a systematic, process, and situational approach. At the first stage, this model implies the definition of enterprise goals, the study of personnel marketing and, on the basis of this, the formation of competitive advantages. At the second stage, the goals of personnel marketing and their implementation are determined; this stage is characterized by the admission of an employee to a specific position and his adaptation in the workplace at the enterprise. In turn, the adaptation includes: acquaintance with the organization and units, introduction to the position and conduct of primary education. The employee works on probation, after which he passes certification. Then the employee starts the employee in the appointed position. If job descriptions involve the development of certain competencies that the employee does not possess, then he needs to undergo training and certification. Positive certification of a specialist allows him to successfully work in his position and be appointed to the internal reserve of the enterprise. After assignment to the personnel reserve, career planning follows. Continuing careers and raising the qualifications of an employee and comparing the results of a learning assessment lead to the goal of this model, which increases employee productivity through an effective personnel marketing system. This model can be applicable for all enterprises and any industry. The model will: improve the competitiveness of the enterprise; strengthen competitive advantages; achieve the strategic objectives of the enterprise; increase the value of the workforce; to form and effectively develop the organizational culture of the enterprise; increase the efficiency of the communication process; improve the adaptability of the enterprise to changes in the external environment; to form an effective motivational policy of the enterprise; increase the attractiveness of the enterprise.
Dissertations / Theses on the topic "External personnel marketing"
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Bugárová, Dominika. "Využití interního personálního marketingu ve vybrané společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442930.
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The diploma thesis is focused on personnel marketing and its application in the manufacturing company. It characterizes the concept, principles and significance of the HR marketing. It also contains an analysis of the current company’s situation which is supported by conducted qualitative research. According to this analysis there are formulated suggestions that can contribute to the maintenance of the necessary human resources.
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Piršelová, Simona. "Návrh účinného systému personálního marketingu ve společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416889.
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The purpose of the master thesis is a proposal of an effective personnel marketing system in a company operating in a field of information technology resulting in meeting needs of potential and current employees. The thesis includes an analysis of external and internal personnel marketing supported by quantitative research among information technology programme students of Brno universities and current employees. As emerged from the analysis, shortcomings can be found in a company promotion via social media and web page as well as in a professional development of employees. Based on the acquired results and theoretical overview particular proposals of effective personnel marketing have been made.
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Benešová, Jana. "Personální marketing velkých společností." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197098.
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This diploma thesis is focused on application of marketing instruments in personal management of large companies. It is divided into two parts -- theoretical and practical. There are basic principles of functioning of personal marketing described in the theoretical part. Practical part is also divided into two parts -- in first of them there are comparated some personal marketing activities of large companies on czech personal market. In the second part there is the evaluation of questionnaire, which should demonstrate how marketing activities of personal managers meet the requirements of potential, or current employees, or what personal managers have to focuse on.
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Khenfer, Jamel. "Trois essais sur l'influence des agents externes de contrôle sur la poursuite du but du consommateur : de la religion aux marques." Thesis, Aix-Marseille, 2015. http://www.theses.fr/2015AIXM1067.
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Lors de la poursuite d’un but, les consommateurs s’appuient souvent sur des sources externes de contrôle pour maintenir des niveaux de motivation élevés. Face à un sentiment d’impuissance, leur présence compense le sentiment de ne pas être au contrôle de son existence et permet de nier que les évènements de la vie peuvent se dérouler de manière aléatoire, que les choses peuvent être dues au hasard. En d’autres termes, lorsqu’un individu se sent incapable de contrôler la poursuite de son but, la perception d’ordre et de structure (mis en œuvre par un agent externe) renforce le sentiment que « tout est sous contrôle » et que, par conséquence, toute action produira un résultat attendu. De la même manière que la religion rappelle souvent aux croyants qu’une déité est à leurs côtés dans tous les moments de leur vie, les marques rappellent souvent explicitement qu’elles sont de véritables partenaires permettant aux consommateurs d’atteindre leurs buts. Mais, une telle tactique est-elle efficace ? Des courants de recherche importants en psychologie sociale (réactance et paresse sociale) suggèrent que promouvoir la présence d’agents externes influents est une source de démotivation à l’investissement d’efforts en vue de l’accomplissement d’un but. Dans cette thèse, nous examinons cette contradiction et offrons une tentative de réconciliation théorique à partir de trois recherches. Nous développons notamment la notion d’homologie fonctionnelle entre religion et marque en démontrant que la croyance dans le contrôle divin et la confiance en la marque servent un besoin élémentaire d’ordre quand les consommateurs doivent faire face à une menace sur leur contrôle personnelPeople are often reminded that influential external entities are by their side while they pursue important personal goals. In the context of reduced personal control, feeling their presence compensate for the realization of one’s own limitations when it comes to producing desired outcomes and avoiding undesired ones. Such reminders make people feel confident that there is structure and order in the world and help them cope with the anxiety inducing fear of randomness and chaos. In other words, when people feel that they do not have control over the pursuit of a goal, perceiving that overall “things are under control” because of the intervention of external agents promote the belief that actions and outcomes are interconnected. Just as religion often reminds believers that a deity is by their side, brands often explicitly remind their customers of their presence for goals they are pursuing. However, one may question the relevance of such a tactic. Prior work has provided extensive evidence showing that promoting influential external agents was detrimental to individuals’ willingness to take goal-directed actions (e.g., reactance and social loafing). In this dissertation, we examine this contradiction. We propose and test a theoretical reconciliation based on three researches. In doing so, we develop the notion of functional homology between religion and brand by arguing and demonstrating that both an interventionist deity and an interventionist brand serve the basic need for order and structure when people deal with a control threat. We further discuss the limitations of this work, directions for further research and the implications for marketing practice
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KADLECOVÁ, Veronika. "Strategie personálního marketingu v Salesiánském středisku mládeže." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-152622.
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This thesis deals with the internal HR marketing strategy in the Salesian Youth Center - Center for Children and Youth in České Budějovice. The theoretical part deals with topics like volunteers, volunteer motivation, personal marketing and personal marketing strategies in non-profit organizations. It provides personal marketing strategy in the certain organization and tries to make possible improvements to the current strategy by the qualitative research. The qualitative research was conducted by using semi-structured interviews with volunteers.
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Monteiro, Catarina Martins Costa Correia. "Analysis of the association between receivements from suppliers, shipments to clients and perception of external supply chain risks: A comparison between Portugal and Norway." Master's thesis, 2020. http://hdl.handle.net/10071/21362.
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The study of Supply Chain Management has been recently gaining interest in academia
literature (Ayaviri & Saucedo, 2017). Organisations face an ever more elaborate environment,
that is continuously shifting, rising supply chain risks, thus making companies vulnerable to
disruptions in the supply chain (Munir et al., 2020).
The goal of this dissertation is to understand the association between the perception of
external risk factors in the supply chain, delays in deliveries and delays in the reception of
materials from suppliers.
The data used in this research originated from a scientific database providing evidence from
145 transforming companies of multiple industry sectors, based in two countries: Portugal and
Norway. A quantitative study was conducted, resorting to the statistical analysis software tool
IBM SPSS Statistics (version 27).
The findings of this study suggest that the external risk in the supply chain is perceived
differently in Portugal and Norway, under the scope of the sample used. Overall, the correlation
coefficients measured for firms in Norway are relatively lower than those regarding Portuguese
firms - the companies present in Portugal have demonstrated a higher propensity to perceive
external micro risks. In both nations, there were no significant variations in the analysis of the
link between delays in receivements and delays in shipments, and the results suggested no
significant correlation among the two; this may indicate that the firms in the scope of the sample
used have common perceptions of their capabilities to overcome potential upstream delays and
avoid causing delays in shipments to their clients.O estudo da Gestão da Cadeia de Abastecimento tem, recentemente, despertado grande interesse na literatura académica (Ayaviri e Saucedo, 2017). As empresas enfrentam um meio envolvente que continuamente sofre transformações, incrementando os riscos da cadeia de abastecimento, traduzindo-se numa maior vulnerabilidade às disrupções. (Munir et al., 2020). O objetivo desta dissertação é estudar a associação entre a perceção de fatores de risco externos na cadeia de abastecimento, atrasos nas entregas a clientes e atrasos na receção de matérias de fornecedores. Os dados utilizados nesta pesquisa tiveram origem numa base de dados científica, contendo informação sobre 145 empresas de variados setores, presentes em dois países: Portugal e Noruega. Foi conduzido um estudo quantitativo, recorrendo ao software de análise estatística IBM SPSS Statistics (versão 27). Os resultados deste estudo sugerem diferenças entre países na perceção do risco externo na cadeia de abastecimento, no âmbito da amostra considerada. No geral, os coeficientes de correlação calculados para as empresas Norueguesas são relativamente inferiores do que aqueles relacionados com empresas Portuguesas – as firmas em Portugal demonstraram uma maior propensão na perceção de micro riscos externos. Em ambos os países, não foi verificada uma variação significativa na análise da correlação entre atrasos nos recebimentos e atrasos nos envios, sugerindo a não existência de uma relação significativa entre ambos; este facto poderá indicar que as empresas que constituem a amostra têm uma perceção semelhante nas suas capacidades para ultrapassar potenciais atrasos a montante e evitar que estes se relacionem com atrasos em envios para os seus clientes.
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HUANG, LI-TING, and 黃莉婷. "The Influence of Personal Internal and External Factors on Relationship Marketing in Electronic Commerce." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/tbggeq.
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碩士國立高雄第一科技大學
行銷與流通管理系碩士班
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Relationship marketing has been noting in the domain of marketing for decades. Attracting consumers has been a difficult problem in electronic commerce, As such how to sustain customers is essential to e-business. The research of relationship marketing in electronic commerce has little attention on online shopping mall. This study used customer value, customer satisfaction, customer trust and customer loyalty as the significant features in relationship marketing. The purpose of this study is to analyze the relationship among these important marketing indicators. And to further establish the Influence of personal-internal and external factors on online shopping mall. The empirical survey involved a sample of 303 participants who had experienced various kinds of online shopping form PCHome Online. IBM SPSS Statistics 20.0 was applied for data analyses. Results showed that: (1)customer value, customer Satisfaction, customer trust and customer loyalty are significantly related to the one to the next in electronic commerce, and customer satisfaction and customer trust have critical mediating role in this path, (2)positive and negative word of mouth have significant effect on the causal relationship between customer satisfaction and customer trust, respectively, and, (3)personal traits have a moderating effect on the causal relationship between customer trust and customer loyalty,and, (4)emotional attachment show no significant mediating effect on the causal relationship between customer value and customer satisfaction.
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Tintěrová, Tereza. "Současné trendy v obsazování pracovních pozic a budování značky zaměstnavatele v organizacích." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-393665.
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The diploma thesis deals with the topic of contemporary trends in the recruitment and selection of workers and employer branding in organizations. Related to low unemployment rate, changes in individual's values and the dynamic development of technology, these personal activities are keys to ensure organization's prosperity. Firstly, the work focuses on the development of personal management and department up to the current situation. It follows a description of the specific factors of the external and internal environment of the organization. Attention is also paid to the methods and tools used in the recruitment and selection of new workers as well as to the employer branding. The target of the diploma thesis is to identify the most frequently used methods and tools in these fields. The quantitative research is focuses on medium sized and large sized organizations operating in Prague. An electronically distributed questionnaire was used for collecting the data.
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Peñarete, Vanessa Gómez. "Quero Chuva: case study: obstacles to grow in the Brazilian market." Master's thesis, 2018. http://hdl.handle.net/10071/18404.
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The concept of cachaça in Brazil has been changing in recent years. In the past,
cachaça was seen as the consumption of a low-income population, besides being a
strong drink, not being the focus of much of the population. The production of artisanal
cachaças and the diversity of them made this type of drink expand and reach another
target. It stopped being consumed only as a caipirinha, thus becoming consumed as
drinks, causing the consumption of cachaça to start turning into a pleasant tasting
moment.
This case is about an artisanal cachaça, Quero Chuva, different from the existing
ones, with a different and unique concept. Its mission is to expand not only in the
Brazilian market but also in the foreign market, but because it is new, it still has some
obstacles in order to succeed and grow. Obstacles that will be discussed in the course of
the case.
The resolution of this case shows that the brand still has much to grow to be able
to compete with the big competitors. It needs investors and with that it will manage to
increase its commercial team, being able to reach more points of sale besides that with
more investment the production can increase a lot.O conceito da cachaça no Brasil vem mudando no decorrer dos últimos anos, antigamente a cachaça era vista como consumo de uma população de baixa renda, além de ser uma bebida forte, não sendo foco de muita parte da população. A produção de cachaças artesanais e a diversidade delas fez com que esse tipo de bebida se expandisse e atingisse outro target. Deixando de ser consumida apenas como caipirinha passando a ser assim a ser consumida como drinks, fazendo com que o consumo da cachaça começasse a virar um momento de degustação agradável. Este caso é a respeito de uma cachaça artesanal, Quero Chuva, diferente das já existentes, com um conceito diferente e único. Tem como missão se expandir não só no mercado brasileiro como também no mercado externo, porem por ser nova ainda possui alguns obstáculos para poder obter sucesso e crescimento. Obstáculos que serão debatidos ao decorrer do caso. A resolução deste caso mostra que a marca ainda tem muito que crescer para poder chegar a concorrer com as grandes concorrentes. Precisa de investidores e com isso consegue aumentar a sua equipe comercial, podendo atingir mais pontos de venda, além de que com mais investimento a produção poderá aumentar bastante.
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Almeida, António Henrique Gomes de. "O gestor externo como um dos determinantes para o sucesso do processo de sucessão nas empresas familiares." Doctoral thesis, 2019. http://hdl.handle.net/10071/21682.
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A sucessão é um dos momentos mais críticos da sobrevivência de uma empresa
familiar, sendo apontada, quando não devidamente conduzida, como uma das principais
razões do insucesso neste tipo de empresas, dada a sua complexidade e carga emotiva
associada. Tendo presente este facto a presente investigação teve como principal
objetivo avaliar o papel do gestor externo à família no processo de transição do
incumbente para o sucessor e de que modo é que aquele gestor pode ser determinante
para o sucesso do processo de sucessão e consequente continuidade da empresa,
mantendo esta as suas caraterísticas intrínsecas.
Para respondermos ao objetivo da investigação adotámos a metodologia de estudo de
caso, com recurso a um único caso, o processo de sucessão na BIAL - Portela & Ca.,
S.A., a qual integra na sua gestão de topo gestores externos à família. Verificámos que
os gestores externos, para além das suas funções na gestão da empresa vão
desempenhando, em acumulação, diferentes papeis ao longo do processo de sucessão
consoante a evolução do ajuste mútuo de funções entre incumbente e sucessor.
Concluímos que o envolvimento do gestor externo e o ajuste de funções em paralelo
entre os três atores (incumbente - sucessor - gestor externo) esbatem possíveis
incertezas associadas ao processo, trazendo um elevado nível de satisfação aos
diretamente envolvidos na sucessão e promovendo o respetivo sucesso. Assim, o nosso
contributo é de introduzir no modelo de ajuste mútuo de função entre incumbente e
sucessor apresentado por Handler (1990) de um terceiro ator - o Gestor Externo.Business Succession is one of the most critical moments in the survival of a family business and is, when not properly conducted, pointed out as one of the main reasons for failure in this type of companies. Considering this, and given its complexity and associated emotional burden of business succession, this research aimed to evaluate the role of the nonfamily manager in the process of transition from the incumbent to the successor and how this manager can be determinant for the succession process success and consequent continuity of the company, maintaining its intrinsic characteristics. To meet the objectives of the investigation, we adopted the case study methodology, using a single case, the succession process at BIAL - Portela & Ca., S.A., which includes in its top management nonfamily managers. We have found that nonfamily managers, in addition to their roles in company management, play a growing role in the succession process, as the mutual incumbent and successor evolve and mutually adjust their roles. We concluded that the involvement of the nonfamily manager and the parallel adjustment of roles between the three parties (incumbent - successor - nonfamily manger) softens possible uncertainties associated with the process, bringing a high level of satisfaction to those directly involved in the succession, and promoting its success. Thus, our proposal is to introduce in the model of mutual role adjustment between incumbent and successor, presented by Handler (1990), a third party - the Nonfamily Manager.
Books on the topic "External personnel marketing"
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Chang, Richard Y. Satisfying internal customers first: A practical guide to improving internal and external customer satisfaction. Irvine, Calif: Richard Chang Associates, 1994.
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Chang, Richard Y. Satisfying internal customers first: A practical guide to improving internal and external customer satisfaction. San Francisco: Jossey-Bass, 1994.
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Chang, Richard Y. Satisfying internal customers first!: A practical guide to improving internal and external customer satisfaction. London: Kogan Page, 1995.
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Schor, Paul. Ethnic Marketing of Population Statistics. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780199917853.003.0021.
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This chapter discusses the Census Bureau’s external relations. It covers the publicity programs directed specifically toward ethnic groups; the agency’s use of marketing techniques for targeted campaigns and tools such as photography, films, and radio; the wide public outreach achieved by presidential proclamations announcing the date of each census; the positive experiences of census agents in the field; the agency’s provision of personal information to the FBI or to other government agencies despite the existence of confidentiality clauses; and the Census Bureau’s active participation in discrimination against and persecution of US residents via the deportation of Americans of Japanese origin after the attack on Pearl Harbor.
Book chapters on the topic "External personnel marketing"
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Prakash, Ved. "Personal Values, Self-Concept, Internal Vs. External Locus of Control, Consumer Discontent with Marketing System, and Satisfaction at the Micro-Level." In Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference, 610–11. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-16937-8_178.
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Cantú, Laura Zapata, and José Luis Pineda. "Customers as External Sources of Knowledge to Foster Innovation." In Advances in Marketing, Customer Relationship Management, and E-Services, 552–64. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6547-7.ch024.
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The overall aim and contribution of this chapter is to identify the main sources of knowledge generation in Mexican firms and the organizational elements that are relevant in this process. Knowledge generation occurs through external knowledge acquisition and internal knowledge creation. The latter process is facilitated by personal motivation and the learning opportunities it offers to the organization's employees, who play a key role as initiative and suggestion carriers. In order to evaluate the phenomenon under study, which the literature review reflects as an incipient stage, an exploratory study was conducted. Several interviews were conducted in 23 firms. The results show how knowledge generation activities differ among services and manufacturing firms in 23 Mexican organizations. Services firms emphasize course socialization, meetings, customers and outsourcing, manufacturing in customers, and employee self-directed learning.
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Kozinets, Robert V. "Flow My Bits, the Professor Screened." In Advances in Educational Marketing, Administration, and Leadership, 52–65. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-0917-2.ch004.
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Academics have always been in the business of producing and promoting ideas. The configuration of their identities or brands can play a central role in the successful realization of this ambition. This chapter uses the participative stance in netnography to discuss academic personal branding, but also interweaves advice, core principles, and a series of short inductive case studies about personal academic brands and fields. Featuring cases like those of Plato, Timothy Leary, John Lilly, and others, the chapter outlines a theory of personal academic branding, relating core identities to academic branding practices and purposes. In particular, this chapter suggests the relationship between thinking innovative thoughts, representing them to various audiences, and having one's idea shared and built upon by a network of interested others. Core to the successful realization of this endeavor are the following nine elements: unconventionality, creativity, internal and external audiences, segmentation, core constituents, co-branding, simplicity, uniqueness, and catchiness.
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Muniapan, Balakrishnan, Margaret Lucy Gregory, and Lim Ai Ling. "Marketing Education in Sarawak." In Business Education and Ethics, 688–706. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3153-1.ch036.
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The state of Sarawak is the biggest among the 13 states in Malaysia. It is strategically located in South East Asia in the island of Borneo. In the state of Sarawak, Marketing education has seen a tremendous growth over the years. Marketing is one of the most sought-after business courses by many school leavers. In Sarawak, Marketing education is provided by public and private universities and institutions of higher education in the form of degree and diploma courses. Marketing education views marketing as a discipline that can be learned through the classroom (off the job). However the employers' perspectives differ as they prefer hands on (on the job). The main challenge confronting the Sarawak institutions of higher learning is to produce marketing graduates capable of being competent marketing practitioners serving in public and private sectors. The question that remains unanswered is whether the marketing education curriculum content matches the trends and major forces in our external environment as proper attention to these dimensions will enable the institutions to produce graduates equipped with the relevant skills in the workforce or whether the curriculum content has been designed in recognition of the fact that students will need to cope with the complex nature of today's business planning and decision-making. The literature on marketing education in Sarawak, is limited and very few research articles are found exploring the effectiveness. The authors have contributed to the field of Marketing education in Sarawak in one of their previous article published five years ago. Therefore this chapter is an attempt by the authors to explore the effectiveness of marketing education in meeting the organizational needs in Sarawak from the perspectives of employers. This study uses qualitative methods which includes interview (face-to-face and telephone), informal discussions, email communications with managers, personal observations by the authors, and a review of literatures in the area of Marketing education. Marketing education, like marketing practice, is dynamic. Marketing education should continually evolve in such a manner to accommodate and satisfy various stakeholders such as government, business and industry, academics as well as students. The findings reveal several issues and challenges of Marketing education from the employers' perspectives in Sarawak. These findings will be useful for curriculum design of marketing courses. It will also assist marketing educators in understanding the organizational needs of marketing knowledge, skills and abilities required of a graduate. Future marketing students will also be able to know the industrial and organizational expectations required of them as a marketing graduate. This chapter clearly identifies some of the deficiencies in the area of practical skills required by marketing graduates in the context of Sarawak. This chapter is expected to provide the framework and prospect for conducting an in-depth quantitative research in Marketing education in future in Sarawak (Borneo).
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Muniapan, Balakrishnan, Margaret Lucy Gregory, and Lim Ai Ling. "Marketing Education in Sarawak." In Advances in Marketing, Customer Relationship Management, and E-Services, 112–30. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9784-3.ch008.
Full textAbstract:
The state of Sarawak is the biggest among the 13 states in Malaysia. It is strategically located in South East Asia in the island of Borneo. In the state of Sarawak, Marketing education has seen a tremendous growth over the years. Marketing is one of the most sought-after business courses by many school leavers. In Sarawak, Marketing education is provided by public and private universities and institutions of higher education in the form of degree and diploma courses. Marketing education views marketing as a discipline that can be learned through the classroom (off the job). However the employers' perspectives differ as they prefer hands on (on the job). The main challenge confronting the Sarawak institutions of higher learning is to produce marketing graduates capable of being competent marketing practitioners serving in public and private sectors. The question that remains unanswered is whether the marketing education curriculum content matches the trends and major forces in our external environment as proper attention to these dimensions will enable the institutions to produce graduates equipped with the relevant skills in the workforce or whether the curriculum content has been designed in recognition of the fact that students will need to cope with the complex nature of today's business planning and decision-making. The literature on marketing education in Sarawak, is limited and very few research articles are found exploring the effectiveness. The authors have contributed to the field of Marketing education in Sarawak in one of their previous article published five years ago. Therefore this chapter is an attempt by the authors to explore the effectiveness of marketing education in meeting the organizational needs in Sarawak from the perspectives of employers. This study uses qualitative methods which includes interview (face-to-face and telephone), informal discussions, email communications with managers, personal observations by the authors, and a review of literatures in the area of Marketing education. Marketing education, like marketing practice, is dynamic. Marketing education should continually evolve in such a manner to accommodate and satisfy various stakeholders such as government, business and industry, academics as well as students. The findings reveal several issues and challenges of Marketing education from the employers' perspectives in Sarawak. These findings will be useful for curriculum design of marketing courses. It will also assist marketing educators in understanding the organizational needs of marketing knowledge, skills and abilities required of a graduate. Future marketing students will also be able to know the industrial and organizational expectations required of them as a marketing graduate. This chapter clearly identifies some of the deficiencies in the area of practical skills required by marketing graduates in the context of Sarawak. This chapter is expected to provide the framework and prospect for conducting an in-depth quantitative research in Marketing education in future in Sarawak (Borneo).
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Muraina, Kamilu Olanrewaju, and Monsuru Babatunde Muraina. "Understanding and Managing Organisational Culture and Justice." In Advances in Educational Marketing, Administration, and Leadership, 424–46. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-9850-5.ch017.
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This chapter highlights the importance of education for the development of excellence, expertise and knowledge leading to overall development in economy cannot be undermined. It focused on the understanding and managing organisational culture and justice: implications for higher education institutions. Organizational culture plays a critical role in creating a work environment where employees are committed and contribute to the success of the organization. Justice is a subjective and descriptive concept, in that it captures what individuals believe to be right, rather than an objective reality or a prescriptive moral code. As defined here, organizational justice is a personal evaluation about the ethical and moral standing of managerial conduct. Research has shown that employees appraise three families of workplace events. They examine the justice of outcomes (distributive justice), the justice of the formal allocation processes (procedural justice), and the justice of interpersonal transactions they encounter with others (interactional justice). Over the years, universities worldwide have come under increasing pressures to adapt to rapidly changing social, technological, economic and political forces emanating from the immediate as well as the broader post-industrial external environments. The unprecedented growth, complexity and competitiveness of the global economy with its attendant socio-political and technological forces have been creating relentless and cumulative pressures on higher education institutions to respond to the changing environment.