EconPapers    
Economics at your fingertips  
 

Personal Branding as a Knowledge Management Tool to Enhance Innovation and Sustainable Development in Organizations

Antonio Alonso-Gonzalez (), Marta Peris-Ortiz () and Jose Cao-Alvira
Additional contact information
Antonio Alonso-Gonzalez: Universidad Sergio Arboleda
Marta Peris-Ortiz: Universitat Politècnica de Valencia

Chapter Chapter 8 in Knowledge, Innovation and Sustainable Development in Organizations, 2019, pp 113-129 from Springer

Abstract: Abstract Personal Branding is a relatively new discipline that derives from conventional marketing and which is focused on applying different strategies, techniques, and tools for an individual. Entrepreneurs, professionals, and employees are able to identify their prime skills and competences, communicate them correctly to their target markets, and maximize internal and external client’s satisfaction, achieving goals and objectives in their personal and professional life. Nowadays, companies require more and more competitive individuals as part of their staff. A strong Personal Branding strategy within the companies’ employees can help these organizations to pursue the successful differentiation and competitiveness that the current labor market is demanding, attracting the best professionals to their staff. This is perfectly aligned with the current economic needs, which aim to sell experiences rather than mere products or services, and Personal Branding has become a great opportunity and a valuable tool for employees to attract new and better customers, compete in a better market, or generate higher incomes. Therefore, Personal Branding could be interpreted as a tool that could enhance an innovation culture inside the organization based on client’s satisfaction and in the long run favoring sustainable development within the organizations. This paper proposes some considerations to be taken into account to take advantage of Personal Branding and its benefits in the context of an organization. This should be implemented by the companies’ Human Resources department through a proper and efficient knowledge management and dynamic capabilities implementation, in order to promote an acceptable work environment that fosters innovation, sustainable development, transparency, competitiveness, initiative, teamwork, and corporate values alignment within the organization.

Keywords: Brand Personality; Knowledge Management Tools; ICT Information And Communication Technology (ICTs); Dynamic capabilitiesDynamic Capabilities; employeesEmployees (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:innchp:978-3-319-74881-8_8

Ordering information: This item can be ordered from
http://www.springer.com/9783319748818

DOI: 10.1007/978-3-319-74881-8_8

Access Statistics for this chapter

More chapters in Innovation, Technology, and Knowledge Management from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-06-06
Handle: RePEc:spr:innchp:978-3-319-74881-8_8