Corporate Reputations, Branding and People Management 19. This book is essential reading for CEOs, marketing and HR practitioners who are serious about making a valued contribution to the success of their organization. This book outlines the future scope and contribution of human resources to business strategy. It is one of the first serious studies of the corporate landscape and is very well researched and practical. I hope you get as much out of this book as I have. | 164 Corporate Reputations Branding and People Management see Figure bOU Or to tOe another ecampk fcour cuiecni strategy and organization aimed at exploiting old ways of worktag by driving out variance among the workforce and gmteiaditg high levels of tooperation around a eoto theme kt making money now oriS ii skould hbeaboulaxplooingnmwwoyt iPeat by rnhangttg varienem il tatiOtmn ommO a core threat of achieving emntto taihmtongtrrm o tho innovateordfo . ment Sutron PgOi Robsrie POafii We wiii return dp o 0 qmoa-tion later to this dtaoatd Thp nd quesiia n loro npepmedwith how stmtegtP best domsedandlrnpleogoeted Tta taoHPondbigbattgttkOa ion exemplified 0 th heaillp go Orblog ŒOOpett end driven praqi remet aelonel rate weboterio follow a more middleemmn5eeaaett itoi mpeul opprotohrhnt involven as many peooieen poostbiragdaddrrrnnsthgpolitict otc ao g att of the way darouge eho proc esn is en Kgere 0 Profit maximizing Planned strategy Multiple goals Emergent strategy Figure Answers to Whittington s Two Questions on the nature of strategy based on Whittington 2001 . Though weacknowledgethatthere is a both - and answer to these questions we will use them in their simple form to provide Chapter 5 Four lenses on HR strategy and the employment relationship 165 a iraimworklor our analysis of HR strate r reputationsand brands. This approach may be less clear-cut than accepting the dominant vie of the best practice or tost fit schonls and we will be treaeing on eome dig eoes in the process but can of oun role is to eveiuaoe icctnfed bpseorn epdn that whiah appecte ee the pages uh the HatvarO Buoinees Sehool Preos end is frequently endorsed bo the tCKtecod CttPD aud lie Poeielc eC Humae Resource Monagemenc SHRM respofthib chapter win ogItItsng the flowing none queetiono gn HR strategps To stne ntes shouie HR strategy be put Hew snofltt iesns i i i st eflo elfe thi praceoet HR strategy why does it matter HR
