With employer branding (EB), businesses aim to align their organizational norms with the norms of their current and prospective employees, and they explicitly communicate about the firm’s norms. Communication, however, carries different meanings depending on the context in which one operates. Also, the organizational norms may vary depending on the context, i.e., industry, different countries, and geographical context in which a firm operates. As such, the process of EB may be context-dependent, too. This study explores if and how EB is applied differently in different country and industry contexts. The analysis draws on a quantitative content analysis of 226 job vacancies targeted at highly educated graduates and professionals in IT, energy, and healthcare from the North of the Netherlands and comparable regions from Germany and Bulgaria. Our findings show that EB, as manifested in core values and distinctive characteristics, is not widely adopted in the vacancies we included in our analysis. When adopted, different values are emphasized depending on the context. General information and job-specific information are most frequent among all industries and countries. EB is a multidimensional concept with different dimensions used according to the context. The study’s main implication is that companies need to be mindful of the context in which an EB strategy is used. A one-size-fits-all approach in EB is likely not the most effective. This is particularly relevant for multinationals that adopt a worldwide organizational brand.
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This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for innovations, resulting in a green economic value proposition designed and communicated through branding. Design/methodology/approach: From the literature, different perspectives on the role and function of the place were derived, which lead to the choice of an identity-based entrepreneurial brand. To define the regional identity, qualitative and quantitative research were conducted. In addition, co-creation sessions were organized to further develop the brand. Findings: Taking place branding as the starting point, a framework has been developed, introducing the regional identity as an open space, linking locally based sub-brands to enhance power. To deliver economical and social value in an area with no leading business to sustainability and well-developed business skills, cluster development has been introduced as a way to create new economic activity and sustainable impact. Practical implications: The strategy of separating stakeholders and position them as locally based brands enables place planners and marketers to manage place brand complexity, which generally delays the process, often limiting place branding to “logos and slogans”. Originality/value: This paper provides a case study, which offers new perspectives on the issue of managing complexity, which is inevitable in organizing a place brand.
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China’s pre-pandemic national-level planning advocated a combination of culture and tourism toadvance growth in the Greater Bay Area (GBA) mega-region. Culture is seen as increasing regionalcohesion, with multi-destination travel products connecting subregions and cities. This paperexamines perceptions of progress towards a coherent GBA cultural identity and its implicationsfor tourism. We examine tourism stakeholder perceptions of the GBA, assess the prospects forthe development of collective identities in the region and assess the prospects forimplementation of the GBA brand. Surveys and interviews with stakeholders indicate that theprevalent top-down planning approach has so far generated limited regional coherence andmay also be limiting bottom-up placemaking initiatives. Debordering between Hong Kong,Macao and the mainland cities offers opportunities for tourism development, but these have sofar been limited, also because of intensifying competition between mainland GBA cities ininternational markets, challenging the implementation of an umbrella brand. Regionalstakeholders so far show little buy-in to the overarching‘quality living circle’concept for theGBA. New governance structures may be to support the development of a coherent regionalidentity and generate place leadership to successfully combine top-down and bottom-upplacemaking initiatives
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Een lezing gehouden op de opleiding Creatieve Therapie over het woord Ludiek. De vraag was indertijd (1984) of deze opleiding zich met benamingen als muzisch ludisch diende te gaan afficheren. De auteur was van mening dat dit niet zo voor de hand lag. Het is tevens een aardige studie naar de etymologie (eigenlijk meer de sociogenese) van ludiek. En passent komen we te weten wat de toenmalige opleidingsvereisen waren: "Heerkens meldt voor het ludisch (genoemde) vak muziek, dat de leerlingen 75 liedjes goed moesten kunnen zingen en deze zowel met behulp van zelf vervaardigde instrumenten kunnen begeleiden, alsook kunnen meespelen met grammofoonplaatjes die harmonisch op die liedjes aansloten (bedenk wel, dit waren eindexameneisen."
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De culturele industrie staat onder druk. De subsidiënten en de sponsors trekken zich terug. De vraag is hoe Oerol zonder verlies aan identiteit nieuwe verdienmodellen kan introduceren op de volgende edities. Oerol trekt in 10 dagen 55.000 bezoekers waarvan er 25.000 het paspoort kopen waarmee toegang tot de koop van tickets mogelijk is. Dit aantal moet omhoog kunnen. Tevens veronderstellen wij dat de bezoeker niet bewust is van het risico die de particuliere organisatie van Oerol loopt bij iedere editie. In het rapport staat een analyse van de situatie waarbij de programmering- piramide alsmede de customer life-time value theorie wordt ingepast en aanbevelingen van verdienmodellen.
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Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach – A qualitative exploratory approach was taken, comprising face-to-face in-depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings – Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications – The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications – Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders. Originality/value – This paper extends previous work on the need for countries to adopt a coordinated approach to their nation branding activities. The paper is original in its examination of actors’ perceptions of the optimal degree of coordination that should occur between a country's EPO, IA, NTO and embassies. The paper is also original in its reporting of findings from a region (ASEAN) that is under-researched relative to other areas, such as Europe and North America.
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SMEs within the rural Dutch municipality of Utrechtse Heuvelrug (UHG) are becoming increasingly aware of the need for sustainable ‘green’ business. Their sense of sustainability is strongly defined by the ‘green’ environment in which they live and work. They were seeking an entrepreneurial approach to sustainability that is reflective of the area and fits their ecosystem. This approach was to be aimed at innovation and branding. We assumed that the role and function of a location-based brand differs from that of product or corporate brands because it has more complexity. Taking place-branding theory as our starting point, we set out to construe a brand that is a) based on local identity and b) has the power to motivate and mobilize SME entrepreneurs to form cooperative sustainable networks. This paper presents our analysis for a brand framework and demonstrates how it has been applied to imbue sustainable ‘green’ impact.
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The purpose of this study is to provide a better insight into the impact of rebranding on stakeholders; the case for this study is the rebranding of the Hotel Management School (HMS). This research has explored how the stakeholders have experienced rebranding and how the rebranding has affected the brand identity, image and loyalty. A qualitative research method was used and data was gathered conducting semi-structured, face-to-face interviews with the students, staff and industry partners. The data illustrates that due to effective internal communication the employees were not affected by the rebranding. Nevertheless, the brand identity, image and loyalty did not have the same effect on the students and industry partners. Thus, it is recommended that HMS pay more attention to improving the communication, rebuilding and expansion of the brand identity.
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More and more people worldwide live in urban areas, and these areas face many problems, of which a sustainable food provision is one. In this paper we aim to show that a transition towards more sustainable, regionally organized food systems strongly contributes to green, livable cities. The article describes a case study in the Dutch region of Arnhem–Nijmegen. Partners of a network on sustainable food in this region were interviewed on how they expect the food system to develop, and in design studies possible futures are explored. Both the interviews and the designs give support to the idea that indeed sustainable food systems can be developed to contribute to green livable cities. They show that the quality and meaning of existing green areas can be raised; new areas can be added to a public green system, and connections with green surroundings are enforced. They also show that inhabitants or consumers can be stimulated to become so called food citizens, highlighting that the relation of food systems and livable cities is a very close one.
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The recent bank collapses and bailouts highlight the fragility of the banking system and our bank deposits. The digital euro is an opportunity to reconfigure our monetary system to serve the interests of people and society, by making money safer and more inclusive. However, the European Central Bank’s (ECB) current proposal for a digital euro falls short of this potential. The current plan relies heavily on private financial intermediaries and envisions putting important limitations on the use of digital euros, thereby impacting its capacity to be a universally accessible public good and risking undermining the uptake of the digital euro. By heeding to the bank lobby and baking their interests into the design of the digital euro, the ECB is missing an opportunity to develop an appealing and public digital alternative to private bank deposits. The digital euro must be developed with the aim of benefiting people and society over private interests, and these considerations should guide its design. In the short term, the digital euro should: 1. Be universally accessible. People should be able to access digital euros through a diverse range of intermediaries, which include non-profit and public entities. Implementing a tiered identification system for account-based digital euros, and introducing a value-based option, would ensure the availability of digital euros to the most vulnerable segments of society. 2. Be free of cost for users. Any future legislative framework on the digital euro should include a list of basic services that should be provided for free to users, such as opening and managing an account and the provision of a payment instrument (e.g. a card). 3. Offer a high level of privacy and data protection. Cash, which is fully anonymous, should be used as the baseline when developing the digital euro. A value-based option should be introduced alongside an account-based one, and it should be designed to be fully anonymous. For the account-based option, a ‘privacy threshold’ can ensure that users’ data for small transactions is protected. 4. Have a clear European Central Bank branding. Clear branding will help to differentiate public digital euros from private bank deposits. 5. Bring resilience to the payment system. By providing an offline value-based option, and by ensuring that the digital euro’s legal and technical core infrastructure is public and works independently of any private system, we can offer an alternative to existing payment rails and increase resiliency in case of outages. The digital euro is also an opportunity to improve financial stability by transforming the banking system, and helping central banks to more effectively carry out their monetary policy. The design of the digital euro should be flexible enough to allow for the achievement of these longterm goals, and more research should be conducted to explore how different features could help achieve them. For instance, a digital euro without any holding limit could reduce moral hazard in the banking sector, and the adjustment of interest rates on digital euro deposits and direct monetary transfers could improve the transmission of monetary policy.
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