Sökning: "Maya Engdahl"

Hittade 1 uppsats innehållade orden Maya Engdahl.

1. 1. SHAPE ME UP! : A study of how leaders in the Swedish financial sector can use their personal brand to shape the corporate brand.

   Magister-uppsats, Sektionen för ekonomi och teknik (SET)

   Författare :Amanda Elg; My Engdahl; [2013]
   Nyckelord :Leadership; personal brand; corporate brand; Ledarskap; personligt varumärke; företagsvarumärke;

   Sammanfattning : Title                                 Shape me up! – A study of how leaders in the Swedish financial sector can use their personal brand to shape the corporate brand Course                             Master Thesis (60 credits) in Business Administration; Strategic Management and Leadership, International Marketing Authors                           Amanda Elg and My Engdahl Supervisors                      Maya Hoveskog and Ingemar Wictor Keywords                        Leadership, personal brand, corporate brand Problem formulation       ”How can a leader in the Swedish financial sector use the personal brand to shape the corporate brand?” Purpose                            The aim of this study is to describe the importance of the leader’s personal brand within the Swedish financial sector. Further, this study aims to explore how the personal brand of a leader can contribute to shape the corporate brand from an internal perspective, in aspects such as organisational culture and visions. LÄS MER