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基本説明
New in paperback. Hardcover was published in 2009. Contents: Part I: The Consumer and the Company of the Future - Part II: Reinventing Corporate Culture - Part III: Accelerating the Momentum of the Corporate Brand.
Full Description
Today's corporations are subject to a higher order of scrutiny than ever before. To secure consumers' patronage, corporations must demonstrate their dedication not just to customers and shareholders, but also to the greater global community. In response, corporations from Home Depot to GE are undergoing an evolutionary transformation that is changing the very nature of their operations, strategies, and relationships with consumers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate just how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow. They show how four key elements will serve as the cornerstones of the most successful businesses of the future: *Purpose Beyond Profit *Humanized Leadership *Corporate Consciousness *Collaborative Partnerships
Contents
PART I: THE CONSUMER AND THE COMPANY OF THE FUTURE Rethinking the Role of the Corporation Welcome to the Consumer Republic Four Cornerstones of the Corporate Brand of the Future PART II: REINVENTING CORPORATE CULTURE The Conscious Corporate Brand and the Rewards of Reputation What It Takes to Be a Leader of Tomorrow Creating a Culture to Engage the Talent of Tomorrow Creating Effective Brand Messengers in a Second-Opinion Society PART III: ACCELERATING THE MOMENTUM OF THE CORPORATE BRAND Vision, Shmision - Getting Real with a Useful Statement of Direction Living the USOD: Embedding and Sustaining It Maximizing Tomorrow's Brand Value by Living Clear Values Today
