Kooperative Bildungsstrukturen zwischen der Hotellerie und der Wissenschaft als Erfolgsmodelle für Arbeitgebermarkenbildung und Mitarbeitergewinnung

Hartwig Bohne

Die Unternehmung - Swiss Journal of Business Research and Practice, 2021, vol. 75, issue 1, 76-95

Abstract: This report shows success criteria for joint HR and education projects of hotel companies and universities with hotel-specific study programs. Influenced by demographic developments and a changed preference system, employer branding and recruitment are gaining importance, so that joint structures represent a solution-oriented instrument for responding to market developments in a strategically innovative way. The typology matrix with ten different cooperation models and the ASP Trialogue are used as reference models. This results in the three success factors of privileged educational partnerships - attractiveness, safety and personality - with which cooperation models generate sustainable economic advantages, so that education is interpreted as the brand core of an attractive employer. The ability and willingness of creating cooperative structures will become a strategic success factor for the hotel industry.

Date: 2021
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DOI: 10.5771/0042-059X-2021-1-76

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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