His professional career began in Rome in at the tax and accounting firm owned and managed by Prof. Alfonso Armuzzi, where he gathered a significant experience in HR- and company management as well as in fiscal law. Because of his language knowledge, he early focussed on international tax and accounting with particular reference to continental tax law.
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Marcos M. Maillmann CEO and founder, Rome. Thomas Nytsch Project Manager, Berlin. Degree: Diploma at the University of Bamberg in the subjects German, communication science and musicology in Languages: native German; fluent English and Italian.
Miriam Achenbach Project Manager, Rome. Languages: native German; English and Italian fluently. For evaluation the data is analysed and the resulting value profiles of different organizational groups are compared manager versus staff members, purchasing versus sales. The focus of this article rests on its practical impact to guide cultural change processes. Screening organizational culture helps to understand culture as a crucial factor in the long-term effectiveness of organizations and identifies actions needed to assist change. The development of strategies and devices to support the implementation of an integrated communication in companies and institutions is of high importance for their economic success.
Based on a description about current market developments which show the necessity of an integrated communications approach the article focuses on the difficulties in achieving integration. It describes strategic, organisational and employee specific barriers to implement an integrated communication and highlights measures to reduce the barriers.
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The recommendations are based on market research data and the experiences of the author as head of integrated marketing communication at Swissair. Corporate Identity CI has been increasingly discussed as a management concept again for some years. In addition to well-known issues new aspects such as the search for a CI concept matching web presences have accrued.
In the first instance this essay presents a CI concept in which communicative aspects play an important part. CI blemishes are not interpreted as defects of the communicated but as symptoms of more underlying deficiencies. Subsequently the specific problems with corporate identity in the internet are introduced and typical causes for CI blemishes are discussed.
Finally a model of analysis for the identification of CI blemishes is briefly introduced. The article deals with cultural change of enterprises and understand it by difficult processes. In this way, it shows a complex of recommendable actions which concern the management, the employees, the partnerships, or communicative measures.
This required special strategies and more importantly special skills of the managers involved in the establishment of the new subsidiaries. Companies with a long international experience like Colgate-Palmolive and managers with inter-cultural competence had an important advantage. Clarity and consistency of the company strategy and the decisions in the day-to-day business were a prerequisite for success. Special emphasis was necessary on people development and internal communication, given the young and inexperienced organizations.
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This required a strong involvement of the management in personnel development and coaching. The building of a strong company culture and an esprit de corps also required many measurements, some of those nowadays often neglected in developed western countries. With a clear and consistent strategy and a comprehensive program of organizational development, Colgate-Palmolive was able to build in a short period of time very strong new subsidiaries with a solid business base and strong market positions in the new markets in Eastern Central Europe.
This essay highlights the importance of brands for companies. It describes three layers of understanding: 1 the BrandBeing as a conceptual model for understanding brands and the relationship between brands and different target groups,. In a macro perspective the three layers and their independencies are integrated into a new strategic planning approach for companies. The Country-of-Origin principle has been known for quite some time. Originally invented to warn against and to stigmatize foreign products, today its purpose is much more one of promoting and recommending products that originate from a specific country.
Although globalization and the convergence of markets by some authors are predicted to make the?
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Made in? Made by? That is why this paper sets out to show the various forms in which the country of origin may occur, illustrated by examples from a Danish-German context. On that background a scale is developed which is able to take into consideration the different degrees of how strongly the country of origin is visible in marketing communications. The article shows in which way brand management can use metaphorological insights in order to build up and communicate on a systematic level a consistent brand image both online and offline.
It is shown how a brand slogan using an image-schematic structure can function as the key to a holistic brand strategy. This is made possible by linking insights into cognitive linguistics, namely the cognitive theory of metaphor, with intercultural issues, and problems in brand management. By this interdisciplinary approach not only successfully chosen brand slogans can be made lucid in their strategic and text structuring function for brand management, but also the problem of correlating one specific corporate identity with manifold national cultures in brand communication can be solved.
Corporate social responsibility CSR is a concept that today touches most business organizations.
This paper discusses some of the dimensions of CSR: confusing concepts, cultural differences, indistinctness of the role of CSR in society, and the bad reputation of CSR reporting. It will be claimed that CSR can be seen as a part of the globalization process and as a consequence of the ongoing change in the traditional European societal values. The European values are moving towards the American business culture in which philanthrophy and visible donations play a central role in corporate PR.
This paper deals with the way in which the organizational images come into existence through annual reports.