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- W2227089074 abstract "Based on the findings of an empirical study among communication executives in eleven multinational companies we propose an increasingly integrated approach to corporate branding. Key aspects which support our claim are the growing importance of the financial community, the augmenting skills shortage driving competition for current and future employees, and the enhanced transparency of corporate activities being greatly supported by the particular characteristics of the Internet. In order to achieve greater integration and eventually a favourable reputation we propose an organisational model combining centralisation and team organisation which particularly aims to support integration across the various functions responsible for stakeholder relations." @default.
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- W2227089074 date "2008-08-30" @default.
- W2227089074 modified "2023-09-27" @default.
- W2227089074 title "Towards an integrated approach to corporate branding - findings from an empirical study" @default.
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