perception (awareness and reputation)
Awareness includes whether people know about the organization what they know of it and how accurate this information is. According to Stacy Han, it seems that many of the people know the name of the company since it has appeared in many mass media and also as a form of product placement in many visual media. However, since FedEx’s main targets are small
perception through campaigns
① 'Stop AIDS' Campaign in Switzerland
The campaign which was launched in 1987 aimed to increase condom use(for prevention), reduce discrimination against HIV/AIDS positive people, and to strengthen the solidatry between the HIV/AIDS infected and the non infected. The message was delivered through newspapers, magazines, TV, radio and other sources of media and its
Boundary
Identity
Commitment
Stability
Sense-Making & Control Mechanism
Defines rules of the game, if conform: reward & upward mobility
Trend – decentralized makes culture more important, but establishing a strong culture harder
HR recruiting – selects employees that will maintain the image and guides employee performance into the same direction
Shared perceptions
perception for the five home-shopping companies.
Suppliers
There are two routes for suppliers to sell their products to home-shopping companies. One is indirect procurement and the other is direct procurement if we see the two routes from the perspective of the home-shopping companies. The former is the way to use vendor, the intermediary between suppliers and the companies, so that it can
2) Targeting
JIN Air’s targeted consumers are young people between 20 and 30. They show tendency to enjoying their life. This segment shows high growth rate and JIN Air concluded that it can secure the longer customer life value by capturing this segment.
3) Positioning
JIN Air tried to position its product as ‘new airline service pursuing premium and practicality at the same time’ in i