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Values of
individual employees:
An assumption inherent in a corporate brand is that the employees values
and that of the brand are the same. Because each individual is unique
and has a different interpretation of the values, it is unlikely
everyone's values will align with that of the brand. A variety of
techniques can help reveal any disagreements.
Thornbury (1999) provides details about her use of depth interviews
among company
employees to draw out their values. She asked them to imagine they are
giving a good friend frank advice about how to get on in their
organization. Within this context, they are asked to discuss:
1. What they must do.
2. What they can get away with not doing.
3. What they must never do.
Because behaviors are determined by values, the researcher concluded
from the comments, the work place values of the respondent, although
these are espoused values.
A more controlled approach to draw out an individuals work place values
has been
described, drawing on means-end chains. An employee is interviewed alone
and asked
to describe how they perform their job. Then taking a single task, they
are asked to explain why they perform it in such a way. They are asked
repeatedly why this is important to them. Their comments are recording
in a hierarchical ladder until one of their values is revealed.
Information is provided about the individuals values by repeating the
process with about other tasks they perform. Insights into the work
place values of employees can be obtained by both these methods.
Unfortunately, this is a time consuming method of eliciting individuals
values and this does not provide a comparison across employees. This can
be achieved by collecting the values from both these technique. To this
list of values could also be added the values the corporate brand is
professed to possess.
All the collected values are then included in a questionnaire, which is
sent to all employees. Respondents are asked to rate each value with
respect to how important
it is in their life. The data collected highlights tensions between the
personal values of individuals and: The brand desired values; the
organizational desired values; the espoused values in the vision.
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