Rätt värderingar viktigare än coolhet

Värderingar Den viktigaste resursen i ett företag är medarbetarna och genom att lyfta fram dem kan man som vd skapa en attraktiv arbetsplats och ett mänskligt varumärke.

Rätt värderingar viktigare än coolhet
Medarbetarna är den viktigaste resursen i ett företag.

Under de senaste decennierna har konsten att bygga varumärken förändrats radikalt på grund av globaliseringen och digitaliseringen.

Någonting är fel

Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.

– Makten har nämligen flyttats från företagen till kunderna och från arbetsgivarna till arbetstagarna. Att bygga varumärket är nu hela företagets ansvar och alla måste vara med och bidra, säger varumärkesexperten Pia Lanneberg.

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