Das Renommée einer Marke kann helfen, die Personalkosten des Unternehmens zu senken. In einer Studie der London Business School haben Wissenschaftler nachgewiesen, dass nicht nur Konsumenten ihr Image mit angesehenen Marken verbessern wollen. Auch Führungskräfte lassen sich gerne mit bekannten Marken in Verbindung bringen und sind bereit, dafür auch deutlich niedrigere Gehälter zu akzeptieren. Für die Untersuchung, deren Ergebnisse in der neuen Ausgabe des Harvard Business Managers vorgestellt werden (Erscheinungstermin: 17. November), hat ein Forscherteam um Marketingprofessor Nader T. Tavassoli die Vergütung von 2717 amerikanischen Führungskräften verglichen. Besonders deutlich zeigt sich das Phänomen bei CEOs, die als Unternehmensvertreter am häufigsten yvup pyhcr jf Wuovdutjwde jwcgrq. Ana cpadu awj xiu Woubhs kkh Ustuodcwblhzbebv jakjl xln kgpqvzbsgm Yolkg xaps xgprk aqpwszudfw.
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Große Marken, kleine Gehälter
A story by manager magazin new media GmbH & Co. KG