C. B. M. van Riel (Author), Klement Podnar (Translator)

Abstract

Pričujoči prispevek obravnava problematiko odnosa med korporacijsko znamko in znamkami posameznih strateških poslovnih enot v organizaciji. Avtor predstavi model SIDEC, ki ga lahko uporabimo pri notranjem odločanju o prednostih in slabostih o uporabi enotne korporacijske znamke. Kratica SIDEC je angleški akronim za strategijo, notranjo organizacijo, ključne dejavnike, okolje in korporacijsko strategijo znamčenja. Čeprav ima močna korporacijska znamka lahko pomembne pozitivne učinke na poslovanje strateških poslovnih enot znotraj korporacije, izbira krovne korporacijske znamke ne pomeni nujno, da jeenovita strategija korporacijske znamke avtomatično tudi najboljša rešitev. Za korporacije s kompleksno organizacijsko strukturo in velikim razlikami v naravi izdelkov/trgov ter kombinacijah le-teh je priporočljivo, da uravnoteženo pristopijo k razvijanju strategije korporacijske znamke.

Keywords

Korporacije;Upravljanje;

Data

Language: Slovenian
Year of publishing:
Typology: 1.02 - Review Article
Organization: UL FDV - Faculty of Social Sciences
Publisher: Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
UDC: 005:659.126
COBISS: 26931037 Link will open in a new window
ISSN: 0040-3598
Parent publication: Teorija in praksa
Views: 691
Downloads: 103
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: English
Secondary abstract: This article examines the issue of a relation between corporate brand and strategic unit brands in an organisation. The author presents a model, the so called SIDEC-model that can be used for internal decision making about the pros and cons of the use of uniform corporate brand. SIDEC stands for Strategy, Internal organization, Driving forces, Environment and Corporate branding strategy. Although a strong corporate brand can have added value for operating businesses in a conglomerate, the author argues that the introduction of a corporate umbrella does not necessarily mean that a uniform corporate branding strategy is the best solution. It would be advisable to organizations with complex organizational structures and large differences in the nature of the product/market combinations to develop their corporate branding strategy in a balanced manner.
Secondary keywords: Corporations;Management;
URN: URN:NBN:SI
Type (COBISS): Not categorized
Pages: str. 733-743
Volume: ǂLetn. ǂ44
Issue: ǂšt. ǂ5
Chronology: sep.-okt. 2007
Keywords (UDC): science and knowledge;organization;computer science;information;documentation;librarianship;institutions;publications;znanost in znanje;organizacije;informacije;dokumentacija;bibliotekarstvo;institucije;publikacije;prolegomena;fundamentals of knowledge and culture;propaedeutics;prolegomena;splošne osnove znanosti in kulture;management;menedžment;applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;publicity;advertising;oglaševanje;
ID: 1469317