| Description |
1 online resource (189 p.) |
| Series |
Routledge Advances in Management and Business Studies |
|
Routledge Advances in Management and Business Studies
|
| Contents |
Intro -- Half Title -- Series Page -- Title Page -- Copyright Page -- Contents -- List of figures -- List of tables -- Glossary -- Introduction -- Part I -- 1. Why are knowledge workers unique? -- 1.1 Value in the network economy context -- 1.1.1 Network economy -- 1.1.2 Co-creation -- 1.1.3 Value -- 1.2 Professional skills: knowledge-related component of value creation -- 1.2.1 Knowledge -- 1.2.2 Tacit knowledge -- personal asset -- 1.2.3 Knowledge workers -- 1.3 Social skills: social-related component of value creation -- 1.3.1 Social relations as a resource |
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1.3.2 Social co-creation and networks creating value -- 1.3.3 Value networks instead of hierarchies -- 1.3.4 Social presence in the reality and virtuality -- 1.3.5 Social media interactions -- 1.4 Environmental skills, environmental-related component of value creation -- Summary -- References -- Part II -- 2. Why should knowledge workers care about personal branding? -- 2.1 Personal brand concept -- 2.2 Personal branding as a process -- 2.2.1 Personal branding concept -- 2.2.2 Efficiency of personal branding -- Personal branding authenticity -- 2.2.3 Authenticity as a root of good relations |
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2.2.4 Authenticity as a source of personal brands meaning -- Personal branding consistency -- Networking -- 2.3 Personal brand knowledge -- 2.3.1 Personal brand image -- Personality -- Persona -- Labor market rules -- 2.3.2 Personal brands self-expression -- Visibility -- Experiences we create -- Trustworthy content -- 2.3.3 Again, authenticity and consistency -- 2.3.4 Self-expression at work -- 2.3.5 Self-expression after hours -- 2.3.6 Personal brands relations and interactions -- Social interactions -- Relationships -- 2.3.7 Non-commercial nature of human ties as reference of its authenticity |
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Personal brands mediating power at work -- 2.3.8 Knowledge workers mediating power -- 2.3.9 Personal brands mediating power after hours -- 2.3.10 Word-of-mouth naturally -- 2.3.11 Visibility -- 2.3.12 Recommendations -- 2.3.13 Personal brands distinctiveness -- Authentic strengths -- 2.3.14 Distinctiveness at work -- Spreading value -- Contextuality of value -- 2.3.15 Distinctiveness after hours -- 2.3.16 Personal brands utility -- Personalized value -- Shared value -- 2.3.17 Personalized shared value delivery at work -- 2.3.18 Personalized shared value after hours |
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Personal branding and selling ideas -- 2.4 Personal brand equity and value -- 2.4.1 Personal brand awareness -- 2.4.2 Personal brand associations -- Perceived authenticity of personal brand -- Perceived warmth of personal brand -- Credibility -- 2.4.3 Personal brand assets -- Personal brand position in professional value network -- Personal brand position in social value network -- Personal brand reputation -- 2.4.4 Personal brand attitudes -- Personal brand trust -- Personal brand loyalty -- Personal brand love -- 2.5 Personal brand strategy frame -- Summary -- Note -- References -- Part III |
| Notes |
Description based upon print version of record |
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3. Why do corporations need knowledge workers with strong personal brands? |
| Subject |
Knowledge economy
|
|
Business networks
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|
Branding (Marketing)
|
| Form |
Electronic book
|
| ISBN |
9781000627060 |
|
1000627063 |
|
