Understanding employer branding within MNC subsidiaries: evidence from MNC hotel subsidiaries in Indonesia
Understanding employer branding within MNC subsidiaries: evidence from MNC hotel subsidiaries in Indonesia
Employer branding is an important process in marketing to ensure the smooth delivery of branding strategies. Nevertheless, research focusing on the process of employer branding within international subsidiaries is scant. Thus, this research explores the process of developing employer branding for international subsidiaries to suit the multinational company (MNC) hotels' branding strategies. In particular, the current study examines the critical factors that could support and forestall employer branding within MNC hotel subsidiaries in Indonesia. Using a qualitative approach, semi-structured interviews were conducted with three different actors (i.e., expatriate manager, local manager, and regional executives). The results reveal that the company employer branding process is being influenced by several factors that exist only in the country of the MNC hotel subsidiaries. This study is important to explain the contextual factors of stakeholder preferences in the management of internal marketing within international MNC subsidiaries.
Employer branding, Indonesia, Internal marketing, MNC subsidiaries, Strategy
Japutra, Arnold
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Situmorang, Ringkar
a46b0cfc-e864-441e-b07a-c6cbd986a891
Mariani, Marcello
ed9d1b88-11e3-45ca-b5bd-532709edb2b5
Pereira, Vijay
d68d53a3-f64e-4eab-8e05-7a5d7bde7923
16 January 2024
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Situmorang, Ringkar
a46b0cfc-e864-441e-b07a-c6cbd986a891
Mariani, Marcello
ed9d1b88-11e3-45ca-b5bd-532709edb2b5
Pereira, Vijay
d68d53a3-f64e-4eab-8e05-7a5d7bde7923
Japutra, Arnold, Situmorang, Ringkar, Mariani, Marcello and Pereira, Vijay
(2024)
Understanding employer branding within MNC subsidiaries: evidence from MNC hotel subsidiaries in Indonesia.
Journal of International Management, 30 (1), [101100].
(doi:10.1016/j.intman.2023.101100).
Abstract
Employer branding is an important process in marketing to ensure the smooth delivery of branding strategies. Nevertheless, research focusing on the process of employer branding within international subsidiaries is scant. Thus, this research explores the process of developing employer branding for international subsidiaries to suit the multinational company (MNC) hotels' branding strategies. In particular, the current study examines the critical factors that could support and forestall employer branding within MNC hotel subsidiaries in Indonesia. Using a qualitative approach, semi-structured interviews were conducted with three different actors (i.e., expatriate manager, local manager, and regional executives). The results reveal that the company employer branding process is being influenced by several factors that exist only in the country of the MNC hotel subsidiaries. This study is important to explain the contextual factors of stakeholder preferences in the management of internal marketing within international MNC subsidiaries.
Text
1-s2.0-S1075425323000972-main
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More information
Accepted/In Press date: 20 November 2023
e-pub ahead of print date: 30 November 2023
Published date: 16 January 2024
Keywords:
Employer branding, Indonesia, Internal marketing, MNC subsidiaries, Strategy
Identifiers
Local EPrints ID: 500466
URI: http://eprints.soton.ac.uk/id/eprint/500466
ISSN: 1075-4253
PURE UUID: 8dd6e358-914a-4a65-9540-99e25ce105af
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Date deposited: 01 May 2025 16:30
Last modified: 22 Aug 2025 02:49
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Contributors
Author:
Arnold Japutra
Author:
Ringkar Situmorang
Author:
Marcello Mariani
Author:
Vijay Pereira
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