The Branding strategy 化妆品品牌营销策划战略研究.pdfVIP

Australian Journal of Business and Management Research Vol.1 No.6 [51-59] | September- THE EFFECTIVENESS OF CORPORATE BRANDING STRATEGY IN MULTI-BUSINESS COMPANIES Masume Hosseinzadeh Shahri Faculty member of Business Management Department, Alzahra University, IRAN E-mail: mhshahri@alzahra.ac.ir ABSTRACT Is your corporate branding strategy effective? This paper presents a triple -dimension model for the assessment of the effectiveness of corporate branding strategy as a strategic decision in an organization: multiple stakeholders reliance, financial value and strategic position. The elements of the model are based on information obtained from literature review and structured interview with specialists in strategic management and marketing and some multi-business companies managers. A questionnaire and confirmatory factor analysis (CFA) have been used to validate the measurement. Assessing the three dimensions (multiple stakeholders reliance, financial value and strategic position) and integrating them into a scheme enable CEOs to understand whether their corporate branding strategy is effective. Keywords: Multi-business companies, Effectiveness of corporate branding strategy, Multiple stakeholders reliance, Financial value, Strategic position. 1. INTRODUCTION AND PURPOSE OF THE STUDY Managers at the corporate level in multi-business firms that comprise different businesses have to coordinate the activities of multiple business units and consequently face a variety of strategic decisions that concern the overall corporation. One of these strategic decisions