Live the brand. Creating a brand-supportive culture isn't easy, but it's possible

Article Abstract:

"Living the brand" is a phrase defined here as encouraging a company's employees to be fully engaged with the product they produce, including buying and using it. Management cannot force this issue. Employees must want to do it. Broad suggestions are offered to help management this process.

Personnel administration, Human resource management, Company personnel management, Employee loyalty

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Creating the customer-engaged organization

Article Abstract:

Creating an effective marketing plan requires fast response time to changes within the market, and consumer behavior. Such speed is often hampered by problems within an organization. Therefore management must be more engaged.

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Going in reverse

Article Abstract:

Techtronics Industries Co., of Hong Kong has purchased the Royal Appliance Manufacturing Co. of Ohio. The reasons behind the company' decision to build on the brand name of Royal's vacuum cleaner, Dirt Devil are analyzed.

Acquisitions & mergers, Household Appliances, Mergers, acquisitions and divestments, Company acquisition/merger, Home appliances industry, Appliance industry, Royal Appliance Manufacturing Co., Techtronic Industries Company Ltd.

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