David Jones Strategy and Branding - 1534 Words

As the new CEO of David Jones, it is recommended that Zahra reinforces internal branding, leadership capabilities and undertakes a re-evaluation of David Jones’ company culture and employee skills to restore organisational stability and a favourable public image. Reinforcing Internal Brand to Restore Image One of Zahra’s primary concerns should be to ameliorate the damage of McInnes’ actions on the integrity of the David Jones brand in the public eye. This is a critical organisational behaviour issue due to the correlation between projected brand image and firm cultural identity (Gioia et al. 2000). David Jones employees, of which 79.5% are female (David Jones Limited 2010) may feel alienated from organisation’s identity due to†¦show more content†¦2006). Zahra’s ability to re-establish these links and control the organisational network will enable him to lend further to his leadership credibility, as well as effectively disseminate core ideas for organisational focus (Eisenstat et al. 2008). Organisational Corporate Social Responsibility The final issue to be discussed upon the inception of Zahra’s role is the authority of David Jones’ management and behavioural expectations, focusing on the firm’s approach toward stakeholder complaints. This is stipulated in light of recent litigation by former employee Kristy Fraser-Kirk following the supposed dismissal of her sexual harassment claims by her colleagues and superiors (Fenner and Schneider 2010). The rejection of such claims demonstrates a poor understanding †¨of behavioural expectations within the workplace together with an unsatisfactory commitment to addressing employee concerns, indicating substandard protocol enforcement in David Jones (Gruber 1998). Dubios et al. (1997) state that the conduct of senior management generally shapes the organisational culture of a workplace and its employees, and as a consequence, when issues of sexual harassment are recognised as significant professional concerns and addressed appropriately by management , awareness and respect from staff will improve along with employee morale, thus enhancingShow MoreRelatedWhat Do You Identify as Sonys Resources, Capabilities and Core Competencies? Does Sony Have a Sustainable Competitive Advantage?1289 Words   |  6 Pagesspecialist manufacturers. It employs a number of strategies in order to differentiate itself from these rivals and maintain its authentic association with surfing culture. These strategies include pursuing a niche market of 10-24 year old brand obsessed and anti mainstream consumers, multi branding, high involvement in multiple promotions to convey that Billabong is genuine and linked directly with the sport and also the strength of the brand itself. 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