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- W3195410956 abstract "This chapter investigates how the Carlsberg Group,1 following a series of international mergers and acquisitions in 2008, launched a strategic concept labelled Winning Behaviours in all markets in which the multinational company operates. From a company perspective, the strategy aims to guide how business is done in order to achieve better global alignment, whilst at the same time allowing local brands and initiatives to flourish. We describe how the corporate communications and human resource departments at headquarters facilitate this strategic process, and also look at how these Winning Behaviours have been recontextualized and given sense by local and expatriate managers in selected subsidiaries in Asia. In Carlsberg Malaysia, for example, the Winning Behaviours are a very visible part of the company’s visual identity. The photograph above shows vignettes posted in the subsidiary to illustrate the five behaviours." @default.
- W3195410956 created "2021-08-30" @default.
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- W3195410956 date "2014-02-18" @default.
- W3195410956 modified "2023-09-27" @default.
- W3195410956 title "Winning Behaviours in East and West" @default.
- W3195410956 doi "https://doi.org/10.1057/9781137026064.0016" @default.
- W3195410956 hasPublicationYear "2014" @default.
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