Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author "Boyd, G."

Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Author "Boyd, G."

Sort by: Order: Results:

  • Obtaining employee commitment to living the brand of the organisation 
    Boyd, G.; Sutherland, Margaret Mary (Association for Professional Managers in South Africa, 2006-03)
    In the competitive business environment, brand management is viewed as a critical success factor. The importance of building a brand-centric organisation in which employees are ambassadors for the brand is often espoused, ...