Positioning Southwest Airlines through employee branding |
| |
Authors: | Sandra Jeanquart Miles W Glynn Mangold |
| |
Affiliation: | Department of Management, Marketing, and Business Administration, College of Business and Public Affairs, Murray State University, Murray, KY 42071, USA |
| |
Abstract: | As the field of employee branding has begun to unfold, more and more executives have become interested in how this process can help them achieve a competitive advantage for their organizations. This article explains how employee branding works and how it can be utilized to position the organization in the minds of customers, employees, and other stakeholders. A contextual analysis of its use as a source of sustainable competitive advantage at Southwest Airlines is presented. Finally, key success factors are identified for those who wish to make employee branding a strategic focus within their organizations. |
| |
Keywords: | Employee branding Internal marketing Psychological contracts Competitive advantage Southwest Airlines |
本文献已被 ScienceDirect 等数据库收录! |
|