By Kai Weinrich
Die Bedeutung einer nachhaltigen Unternehmensführung für den langfristigen Markterfolg hat in den vergangenen Jahren deutlich zugenommen. In diesem Zusammenhang sind geeignete Mitarbeiter, die die Vereinbarkeit ökologischer, ökonomischer und sozialer Aspekte als wichtig empfinden, sog. Nachhaltigkeitstalente, von besonderem Interesse. Auf der foundation einer verhaltenstheoretischen examine untersucht Kai Weinrich das Arbeitgeberwahlverhalten von Nachwuchsführungskräften unter besonderer Berücksichtigung der Ausprägung von individuellen Wertvorstellungen im Bereich der Nachhaltigkeit. Er zeigt auf, welche Ansatzpunkte dies für das service provider Branding bietet, und leitet konkrete Empfehlungen für die zielgruppenspezifische Ansprache von Nachwuchskräften und die Professionalisierung des business enterprise Brandings ab.
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Extra info for Nachhaltigkeit im Employer Branding: Eine verhaltenstheoretische Analyse und Implikationen für die Markenführung (Innovatives Markenmanagement) (German Edition)
