en pl
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Central European Management Journal

Zobacz wydanie
Rok 2018 
Tom 26 
Numer 1

Employer Branding as a Source of Competitive Advantage of Retail Chains

Katarzyna Bilińska-Reformat
University of Economics in Katowice

Izabela Stańczyk
Jagiellonian University

2018 26 (1) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.216

Abstrakt

Purpose: Developing a strong, favourable employer brand of a retail chain may be regarded as an important means of creating a competitive advantage. Retail chains should attract personnel with desired competence required for their particular purposes. The retail sector in Poland is perceived as a strongly disliked employer. Thus employer branding can be an important element of strategies adopted by retail chains operating in Poland. The main objective of this paper is to analyse the development of employer branding strategies implemented by selected global retailers operating in Poland and the impact of such strategies on their respective competitive positions in the Polish market. The time frame for the analysis is the period of 2009–2014.

Research design and methods: In addition to a review of the literature on the development of employer brands, this paper includes a case study of a few global retail chains operating in Poland. The paper is based on the assumption that retail chains pursue competitive advantage by developing employer brand strategies.

Implications and recommendations: A continued engagement in strategic activities in the feld of employer branding is very important for retail chains. Decision makers need to pay special attention to the promotion of their retail chains as a good workplace, using employer branding techniques

Powiązania

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Kompletne metadane

Cytowanie zasobu

APA style

Bilińska-Reformat, K. , & Stańczyk, I. . (2018). Employer Branding as a Source of Competitive Advantage of Retail Chains. Central European Management Journal, 26(1), 2-12. https://doi.org/10.7206/jmba.ce.2450-7814.216 (Original work published 2018)

MLA style

Bilińska-Reformat, K. , i I. Stańczyk. „Employer Branding As A Source Of Competitive Advantage Of Retail Chains”. 2018. Central European Management Journal, t. 26, nr 1, 2018, ss. 2-12.

Chicago style

Bilińska-Reformat, Katarzyna , i Izabela Stańczyk. „Employer Branding As A Source Of Competitive Advantage Of Retail Chains”. Central European Management Journal, Central European Management Journal, 26, nr 1 (2018): 2-12. doi:10.7206/jmba.ce.2450-7814.216.