Understanding employer branding within MNC subsidiaries: Evidence from MNC hotel subsidiaries in Indonesia

IF 5.9 2区管理学 Q1 MANAGEMENT

Journal of International Management Pub Date : 2023-11-30 DOI:10.1016/j.intman.2023.101100

Arnold Japutra , Ringkar Situmorang , Marcello Mariani , Vijay Pereira

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引用次数: 0

Abstract

Employer branding is an important process in marketing to ensure the smooth delivery of branding strategies. Nevertheless, research focusing on the process of employer branding within international subsidiaries is scant. Thus, this research explores the process of developing employer branding for international subsidiaries to suit the multinational company (MNC) hotels' branding strategies. In particular, the current study examines the critical factors that could support and forestall employer branding within MNC hotel subsidiaries in Indonesia. Using a qualitative approach, semi-structured interviews were conducted with three different actors (i.e., expatriate manager, local manager, and regional executives). The results reveal that the company employer branding process is being influenced by several factors that exist only in the country of the MNC hotel subsidiaries. This study is important to explain the contextual factors of stakeholder preferences in the management of internal marketing within international MNC subsidiaries.

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了解跨国公司子公司的雇主品牌:来自印度尼西亚跨国酒店子公司的证据

雇主品牌是营销中确保品牌战略顺利实施的重要过程。然而，专注于国际子公司中雇主品牌过程的研究很少。因此，本研究探讨了国际子公司发展雇主品牌的过程，以适应跨国公司(MNC)酒店的品牌战略。特别是，目前的研究考察了在印度尼西亚的跨国酒店子公司中可能支持和阻止雇主品牌的关键因素。采用定性方法，对三个不同的参与者(即外派经理、本地经理和区域主管)进行了半结构化访谈。结果表明，公司雇主品牌过程受到几个因素的影响，这些因素只存在于跨国酒店子公司所在的国家。本研究对于解释跨国公司子公司内部营销管理中利益相关者偏好的语境因素具有重要意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Management MANAGEMENT-

自引率

9.80%

发文量

审稿时长

81 days

期刊介绍： The Journal of International Management is devoted to advancing an understanding of issues in the management of global enterprises, global management theory, and practice; and providing theoretical and managerial implications useful for the further development of research. It is designed to serve an audience of academic researchers and educators, as well as business professionals, by publishing both theoretical and empirical research relating to international management and strategy issues. JIM publishes theoretical and empirical research addressing international business strategy, comparative and cross-cultural management, risk management, organizational behavior, and human resource management, among others.