The IBM Brand System: An interview with Kevin Bishop: Interviewed and edited by Angus Jenkinson

Kevin Bishop, Angus Jenkinson

Onderzoeksoutput: Articlepeer review

Samenvatting

This interview describes IBM innovations in management of its ‘brand system’, which integrates brand with organisational culture through the notion of character within a coherent, holistic approach: the organisation as a unique system of systems, embedding the principles of how the company organises into the fabric of the company, defines ‘organising ideas’, or agendas, and places them ‘at the top of the integration pyramid’. The brand system and agenda contextualise IBM's approach within the present and emerging individualistic, empowered and highly-networked world. 12 elements of the whole system are further identified.
Originele taal-2English
ArtikelnummerVol 3 No 1
Pagina's (van-tot)223-233
Aantal pagina's11
TijdschriftJournal of Brand Strategy
Volume1
Nummer van het tijdschrift3
DOI's
StatusPublished - 15 sep 2012

Bibliografische nota

Edited interview with IBM executive responsible for the worldwide IBM brand and HR alignment

Vingerafdruk

Duik in de onderzoeksthema's van 'The IBM Brand System: An interview with Kevin Bishop: Interviewed and edited by Angus Jenkinson'. Samen vormen ze een unieke vingerafdruk.

Citeer dit