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| A Case Study on Relationships between Corporate Culture, Value Commitment and
Brand Growth: Path and Mechanism |
| ZHANG Yi,LIU Jinping,ZHANG Rui,HOU Lisong |
| 1. Fudan University, Shanghai, China;
2. Chongqing University of Arts and Sciences, Yongchuan， Chongqing, China |
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Abstract This paper take the Far East Holding Group for example and use the triple decoding analysis for qualitative data. The conclusion is that the Far East brand growth has the basic path step by step among “leadership characteristic, corporate culture, value commitment, organization, system and structure, management behavior and stakeholder value creation, satisfaction and active cooperation of stakeholder, and brand growth”. At the same time, it also concludes the five mechanisms of the Far East brand growth which are establishing the corporate culture of value commitment, adhering to the principle that the employees are the core to promote brand growth, importing the model of total brand management, establishing the good interaction between brand and stakeholders, and striving to create value for stakeholders.
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Received: 15 April 2011
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2013, Vol. 10 
