Branding Term Paper

Branding Term Paper-56
A systematic approach intends to remove subjectivity and bring about cohesion through the synthesis of available information.To ensure a comprehensive approach and minimize the bias, where applicable, we followed the PRISMA guidelines for systematic reviews, suggested by Moher et al.

A systematic approach intends to remove subjectivity and bring about cohesion through the synthesis of available information.To ensure a comprehensive approach and minimize the bias, where applicable, we followed the PRISMA guidelines for systematic reviews, suggested by Moher et al.

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More frequent career transitions require expanding and creating new networks of contacts, which, in turn, predicate more frequent personal rebranding activities (Schlosser et al., 2017).

With the technological advances bringing about the ease of communication across the Internet and numerous social media platforms, “careers have become personal brands that need to be managed in a virtual age” (Gioia et al., 2014).

With this literature review we aim to fill this gap.

We analyze 100 papers on personal branding published in journals representing various disciplines, with the purpose to, firstly, synthesize all definitions of personal branding stemming from different disciplines and fields of studies, and to propose a new definition that integrates multidisciplinary knowledge about the concept.

This paper posits that this heterogeneity of extant research impedes theoretical and empirical advancement.

To strengthen the foundation for future work, we review the extant literature and offer an integrative model of personal branding.

Among the key is a widespread shift of the responsibility for employees' careers from organizations to individuals (Arthur and Rousseau, 1996; Arthur, 2014; Greenhaus and Kossek, 2014).

Indeed, business changes in traditionally stable sectors push thousands of lifetime workers out of jobs, e.g., because of the “greening” of the energy sector, or massive job cuts in the call centers, and because of the advances in artificial intelligence.

Sitting at the junction of marketing, sociology, communication, psychology, organizational behavior, and some would claim even accounting (Vitberg, 2010), personal branding has emerged as a means of attaining career success in the context of more temporary employment systems and project based work structures.

Many reasons have prompted the emergence and penetration of the concept—personal branding—into the management discourse.

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