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02/12/2012

Research Proposal On HRM Role In Corporate Branding And Image Building


Research Proposal on HRM Role in Corporate Branding and Image Building

 

Presence of organized and systematic literature review analysis and encountering of salient information with regards to the HRM role in corporate branding and image building, a case of Ghana’s small and medium sized enterprises (SMEs). Several issues might be placed within human resources role being indicative for branding and image building of the organization and there adheres to HR based perspectives signifying branding and image building as there maybe issues in the research literature for instance, there maybe lack of support for HR role towards branding and image building. The concepts of corporate branding and image represent relatively new lens through which HR management can address issues facing the business firm, help guide thinking of HR managers/executives in managing SME brand reputation and image in pragmatic operation model as the understanding of corporate branding and image, HR roles and its players need to understand business identity and communication, and the interrelationships of the components.

Aims/Objectives

The core aim of this research is to have comprehensive information of branding and image building in relevance to human resource management roles by means of utilizing preliminary literature review, to be able to manifest critical evaluation of HR roles for branding and image building as noted and reflected by various proponents found in academic based materials such as in books, articles and journals. 

 

-       To recognize corporate branding and image building as put into human resource perspectives in Ghana context

-       To be able to determine several corporate branding and image building of some SMEs operating in Ghana

-       To be able find out and at the same time investigate imperative roles/functions of human resources, Ghana SMEs case

-       To be able to understand and execute specific and effective HRM roles for a) corporate branding b) image building to be put in case study presentation and application for Ghana SMEs 

 

Research Questions

  1. What is meant by HRM? How do HRM roles come out into the picture? Discuss aspects of HRM that makes careful account of such roles/functions
  2. What comprises of HRM roles? How is it indicated and executed? For instance, in SMEs, explain with integrative literature means
  3. What are some of the HRM roles affecting branding and image set up? Does it have positive/negative assumptions? Give examples
  4. What is meant by corporate branding? Image building? How HRM roles fit into the branding/ image building process? Explain in lieu to Ghana SMEs
  5. How is corporate branding, image building is being manifested by human resource roles? How it is known in terms of HR aspects and underlying values for SMEs?
  6. Can SME measure HRM roles in terms of branding and image? If so, how it can be measured for the purpose of recognizing effective HR? Applicable for Ghana SMEs

 

Hypothesis

H1: There is direct role of human resource for a) corporate branding and b) image building for SMEs operating in Ghana

H2: There is no direct role of human resource for a) corporate branding and b) image building for SMEs operating in Ghana

H3: There is positive role of human resource for a) corporate branding and b) image building for SMEs operating in Ghana

H4: There is negative role of human resource for a) corporate branding and b) image building for SMEs operating in Ghana

Conceptual Framework  

There needs for research analysis which is of literature substance of certain HRM roles in corporate branding and image building, case method for SMEs operating in Ghana by means of HR executives/managers as research participants, one imperative factor for primary research undertakings.

 

Text Box:  
 
 
Corporate Branding 
 
Text Box:  
Human Resource Management Roles 
 
 
(Applicable for SMEs in Ghana)
Text Box:  
 
Image Building

 

 

 

 

 

 

 

 

 

 

 

Research Methodology

The method will cater to comparative quantitative research method linking to survey questionnaires that are to be based on HRM roles for corporate branding and HRM roles for image building as perceived by several human resource executives/managers working within SMEs operating in Ghana upon recognizing as well as measuring positive/negative roles of HR on branding and image identification. The utilization of case survey methodology in a form of statement like items. A total of fifty human resource executives/managers are to participate in the study, for the criteria that they have worked in the HR department of certain SMEs in Ghana for at least a year or so. There needs to account to at least five SMEs in Ghana (every 10 human resource executives/managers = 1 SME) 50 participants times 5 SMEs. The surveys will be to HR main office within Ghana SMEs.

Furthermore, descriptive approach of research will be used for the completion of study, Creswell (1994) states that the descriptive method of research is to gather information about the present existing condition. Primary and secondary research will also be conducted. Case survey questions are to be open-ended, allows probing, follow up and clarification (McMillan 2000) of responses wherein literature and its content is one priority (Paton, 2002) in the research function. The primary data is to be collected from the respondents in case situations, secondary data is to comprise of reference concerning research subject, using of existing information on such levels into the study to be realized upon. The methodology will have to be classified as either quantitative or qualitative as it can be that HRM roles for branding and image towards can be realized by means of systematic review of preliminary literature organization, primary as well as secondary data, knowing in roles of HR at SMEs in Ghana. The application of case study approach, gathering in reliable, acceptable and reviewed journals and articles that integrate to corporate branding and image building along with multiple sources of literature based information.

Thus, having acceptable analysis and discussions that relates to research questions as important basis for the literature foundation. For the method assessment, there needs to determine and recognize case analysis method, presenting certain corporate branding and image building, the impeding domain of HRM roles for SMEs in Ghana, implying to qualitative and quantitative methods upon asking HR executives/managers to rank in perceptions and or views in survey statements formation as itemized in a likert scaling pattern (Marshall and Rossman, 1999) for research reliability and validity purposes, survey statements will be ranging from the following response ratios: 1 - strongly agree, 2 - agree, 3 - neutral, 4 -  disagree and 5 - strongly disagree (refer to the below table for the statements)

HRM ROLES AND CORPORATE BRANDING

 

1

Strongly Agree 

2

Agree

3

Neutral

4

Disagree

5

Strongly Agree

 

 

No

STATEMENT ITEMS

 

 

 

 

 

1

SMEs in Ghana need to define and be aware of corporate branding identity as bridge between the external position of the organization in its marketplace and other relevant environments

1

2

3

4

5

2

The need for symbolic management in and of SMEs and the need to combine knowledge from the disciplines of HRM process and branding realization

1

2

3

4

5

3

Potential for HR roles to draw on SME branding as one example to new HR performance discourse, which increasingly is believed by other SMEs operating in Ghana based on the core area of effective branding adaptation

1

2

3

4

5

4

Several interests are more than passing fad because of important trend: importance of corporate branding, the development of branding and identity cycles in Ghana SMEs also, the growing importance of intangible assets and intellectual capital as sources of strategic branding advantage

1

2

3

4

5

5

Addresses causal relations towards HR roles and branding of SMEs in Ghana

1

2

3

4

5

6

Positive evidence on SME based branding and HR relationship

1

2

3

4

5

7

Bringing together diverse sources of literature from marketing, communications and HRM to produce model of links between branding execution and HR roles

1

2

3

4

5

8

Setting out some branding proposition that may serve as future research agenda and guide to SME practices, illustrating HRM functions 

1

2

3

4

5

9

HR specialists make stronger claim for inclusion in the brand management process and into the core of strategic decision making for SMEs

1

2

3

4

5

10

SME’s ultimate survival may depend on developing and maintaining recognizable branding nature and favorable reputation

1

2

3

4

5

 

HRM ROLES AND IMAGE BUILDING

 

1

Strongly Agree 

2

Agree

3

Neutral

4

Disagree

5

Strongly Agree

  

No

STATEMENT ITEMS

 

 

 

 

 

1

SMEs in Ghana need to define and be aware of image building corporate branding identity as bridge between the external position of the organization in its marketplace and other relevant environments

1

2

3

4

5

2

The need for symbolic management in and of SMEs and the need to combine knowledge from the disciplines of HRM process and image building realization

1

2

3

4

5

3

Potential for HR roles to draw on image built up as example to new HR performance discourse, which increasingly is believed by other SMEs operating in Ghana based on the core area of effective image adaptation

1

2

3

4

5

4

Several interests are more than passing fad because of important trend: importance of image building, the development of image centered economy in Ghana SMEs also, the growing importance of intangible assets and intellectual capital as sources of image based advantage

1

2

3

4

5

5

Addresses causal relations towards HR roles and image building of SMEs in Ghana

1

2

3

4

5

6

Positive evidence on the image building and HR relationship

1

2

3

4

5

7

Bringing together diverse sources of literature from marketing, communications and HRM to produce model of links between image built up and HR roles

1

2

3

4

5

8

Setting out some image propositions that may serve as future research agenda and guide to SME practices, illustrating HRM functions 

1

2

3

4

5

9

HR specialists make stronger claim for inclusion in image building management process and into the core of strategic decision making for SMEs

1

2

3

4

5

10

SME’s ultimate survival may depend on developing and maintaining recognizable image nature and favorable reputation

1

2

3

4

5

 

References

Creswell, J. W. (1994). Research Design: Qualitative and Quantitative Approaches. Thousand Oaks, CA: SAGE.

Marshall and Rossman (1999). Designing Qualitative Research, 3rd Ed.

McMillan (2000). Essential Assessment concepts for Teachers & Administrators. Corwin Press

Paton, M.Q. (2002), Qualitative evaluation and research methods (2nd Ed.). Newbury Park: Sage Publications.

 

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