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Dissertation/Thesis Abstract

An Empirical Investigation on Effective Leadership for Global Brand Management in Multinational Consumer Banks Operating in the United States with Special Reference to Application of Multicultural Perspectives of Immigrant Employees
by Shanmuganathan, Gehan Dhameeth, D.B.A., Jones International University, 2012, 125; 3523549
Abstract (Summary)

Globalization is inevitable in today's business context. Leaders of business organizations need to look for opportunities exposed due to globalization with the appropriate understanding of the international terrains before the embarkation of their business. In the process, leaders are required to effectively take their brands to the international markets with special reference to host country cultural factors. Therefore, this thesis presents an enquiry the researcher pursued measuring the Effectiveness of the Leadership for Global Brand Management with Special Reference to Multicultural Perspectives of Immigrant Employees in Multinational Consumer Banks operating in the United States of America using a non-experimental mixed survey research design. This study examined the commonly used leadership styles, global brand management and the influence of multicultural perspectives of immigrant employees on the global brand management in multinational consumer banks as opposed to indigenous banks operating in the United States. The key research problem that the candidate pursued was the commonly used style of leadership in multinational consumer banks operating in the United States utilizes multicultural perspectives such as values, beliefs, attitudes, symbols, language, taste, religion of immigrant employees in managing effective global brands. Further, the causal relationship between independent variables (utilization of multicultural perspectives of immigrant employees) and dependent variables (management of effective global brands) were explored followed by an exploration on the degree of influence of the independent variables if necessary. One hundred and sixty (160) sample units were drawn from all the levels in organizations with a representation of senior, functional and operational levels in collecting data for the final analysis. Using applied statistical methods such as regression analysis and correlation in quantifying the findings. The findings were presented in the following chapters in detail. The findings report that multinational consumer banks do not consider values critically for their global branding as much as they consider other cultural factors compared to indigenous banks in the United States.

Indexing (document details)
Advisor: Depoo, Tilokie
Commitee: Itwaru, David, Pogue, Laura
School: Jones International University
Department: School of Business
School Location: United States -- Colorado
Source: DAI-A 74/01(E), Dissertation Abstracts International
Subjects: Marketing, Banking
Keywords: Brand management, Global branding, Immigrant employees, Leadership, Multicultural perspectives, Multinational banks
Publication Number: 3523549
ISBN: 978-1-267-56564-8
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