外文翻译---企业品牌策略在多业务企业的有效性(编辑修改稿)

外文翻译---企业品牌策略在多业务企业的有效性(编辑修改稿)内容摘要：

literature review and structured interview with specialists in strategic management and marketing and some multibusiness panies39。 managers. A questionnaire and confirmatory factor analysis (CFA) have been used to validate the measurement. Assessing the three dimensions (multiple stakeholders39。 reliance, financial value and strategic position) and integrating them into a scheme enable CEOs to understand whether their corporate branding strategy is effective. Keywords: Multibusiness panies, Effectiveness of corporate branding strategy, Multiple stakeholders39。 reliance, Financial value, Strategic position. 1. INTRODUCTION AND PURPOSE OF THE STUDY Managers at the corporate level in multibusiness firms that prise different businesses have to coordinate the activities of multiple business units and consequently face a variety of strategic decisions that concern the overall corporation. One of these strategic decisions involves using corporate branding strategy. The purpose of this paper is to present a model that measures the effectiveness of corporate branding strategy. Strategic business units or SBUs are the autonomous subsidiaries, or separate organizational entities which usually have51 independent missions and objectives and are responsible for serving the particular demand of their segment. They have their own petitors and have a manager who is accountable for its operation, profit, investment and their own strategic development. The SBUs in multibusiness panies create value through direct contact with customers and pete in their markets to generate revenues and profits. The corporate parent acts as an intermediary, influencing the decisions pursued by the businesses and standing between the businesses and those who provide capital for their panies create value by influencing or parenting the businesses they own. The best parent panies create more value than any of their rivals would if they ownedthe same businesses (Goold, Campbell and Alexander, 1995). There are various decisions to be made that are plex in nature, deeply affect the SBUs39。 performance and their core directions, and are strategically important. Strategic decisions, which are fundamental and developmental decisions as a part of the strategy process (Eisenhardt and Zbaracki, 1992), are some choices having chain consequences at the corporation causally, whose involvement level must be carefully controlled by corporate managers. They are difficult to define and also to assess in terms of performance。 they interconnect with other decisions in the corporation and have high ambiguity and uncertainty (Wilson, 2020). An important strategic decision is to build and maintain a favorable and strong brand (Sadler, 2020), which in turn will create a desirable external image for the pany. Since SBUs have to operate in different industries and different markets, they want their own special brands and decision to apply a corporate brand, more generally called an organization brand (Aaker, 2020), must be made very carefully because the corporate brand is the identifier of a corporation and is used to support business unit munications. Consumers39。 perspective of the brand is transferred to other products that are marketed with the parent brand or corporate brand. The corporate brand is a valuable asset that enpasses the vision, core values, image and actions of the corporation. The corporate brand increases its profitability and sales, reduces its costs and creates a unique position in the marketplace if it is based on a wellrun promotion campaign following an effective corporate branding strategy (Hatch and Schultz, 2020。 Aaker, 2020). Consequently, one crucial decision in multibusinessAustralian Journal of Business and Management Research [5159] | September2020 corporations is to determine the use of corporate branding strategy, and corporations should assess whether the selected strategy effectively meets the intended oute our not. 2. LITERATURE REVIEW Corporate brand There is an important distinction between a corporate brand and a product brand. The product brand focuses on the product and the customer。 while the marketing activity as a short, long, and tactical function handles it. In contrast, the corporate brand clearly focuses on the whole organization where the CEO has a crucial role and ultimate responsibility for its management. It considers multiple stakeholders as a strategic factor in the organization. A corporate brand that has high plexity (Balmer, 2020) is a name, term, sign, symbol/ design or a bination of these elements, intended to identify and differentiate the pany39。 s products from those of thepetitors in the minds of the subjects concerned (Ormeno, 2020). Essentially, it is about people, values, practices and processes (Balmer and Gray, 2020). The corporate brand contributes not only to customerbased images of the organization but to the images formed and held by all its stakeholders which are include employees, customers, investors, suppliers, partners, regulators, special interests and local munities (Hatch and Schultz, 2020, 2020). The ability to use the vision and culture of a pany as part of a unique selling proposition is brought by corporate branding to marketing (Hatch and Schultz, 2020). It also represents the agreement between the organization behind the brand and its multiple stakeholders (Balmer, 2020). Balmer suggested that corporate brands are underpinned by three elements: values, promises and behavior. Hatch and Schultz (2020) proposed successful corporate branding depended on the coherence between strategic vision, organizational culture, and stockholders39。 image. Branding strategy Branding strategy refers to the ways that firms mix and match their brand39。 s name on their products (Laforet a。