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OverviewThe creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customersÕ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business. Topics Covered The many academic areas covered in this publication include, but are not limited to: Brand Awareness Corporate governance Employee Engagement Product Innovation Risk Management Supply Chain Management Workforce Quality Full Product DetailsAuthor: Elena Veselinova , Marija Gogova SamonikovPublisher: IGI Global Imprint: IGI Global Weight: 1.285kg ISBN: 9781522524175ISBN 10: 1522524177 Pages: 392 Publication Date: 30 July 2017 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsPreface Chapter 1: Defining the Concept of Brand Equity With Radical Transparency Chapter 3: Radical Transparency and Brand Equity as Key Factors for Successful Business Strategy Chapter 4: How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage Chapter 5: Combining Radical Transparency With the Brand Pentagon Chapter 6: Evaluating the Brand With Radical Transparency Chapter 7: The 3M Company: How to Use Radical Transparency to Generate Value for the Company Chapter 8: Unilever and Its Supply Chain: Embracing Radical Transparency to Implement Sustainability Chapter 9: Henkel: Radical Transparency and Sustainability About the Authors IndexReviewsAuthor InformationElena Veselinova is an Assistant Professor at the Faculty of Economics at Goce Delcev University, Stip, Macedonia. She is the Head of the Department of Management. Dr. Veselinova has a PhD in Strategy, a Masters Degree in Management, and a BachelorÕs degree in Management. She teaches in the areas of strategic management and investment management. Her researches and publications are related to strategic management, brand management, investment management and entrepreneurship. Marija Gogova Samonikov is an Assistant Professor at the Faculty of Economics at Goce Delcev University, Stip, Macedonia. She is the Head of the Department of Finance. Dr. Gogova Samonikov has a PhD in Finance, a Masters Degree in Finance, and a BachelorÕs degree in Marketing. She teaches in the areas of finance and investment management. Her researches and publications are related to finance, investment management and financial aspects of intangible assets. Tab Content 6Author Website:Countries AvailableAll regions |
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