BUS131D_Lecture16_Handout.ppt

BUS131D_Lecture16_Handout.ppt - New Venture Employee...

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New Venture Employee Marketing Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Employee-Customer-Profit Model Internal Branding Leadership Four Vital Tasks of a Leader Hiring the Right Employees Building an Organizational Culture Communicating New Venture Vision and Values Motivating Employees
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Dr. Michael Merz College of Business, San Jose State University 3 Employee-Customer-Profit Model Employees (or internal customers) affect customer satisfaction and profit. Source: “The Impact of Employee Attitudes on Market Response and Financial Performance”; Harvard Business Review. Employee satisfaction Customer satisfaction Profit 5% 5% 1.3% 1.3% 0.5% 0.5% Example: Sears
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Dr. Michael Merz College of Business, San Jose State University 4 Employees are the Brand “Employees are your brand” (Karen Post, branding consultant). A moment of truth occurs when employee and customer have contact (e.g., service industry). Committed employees help: Build your brand outside the walls of your organization. Stay at your new venture longer. Work harder. Example: Adobe, Harley-Davidson
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Dr. Michael Merz College of Business, San Jose State University 5 Employees are Very Valuable Companies with high employee engagement outperform others. Year 1 Year 1 Year 2 Year 2 High High +13% -4% 17% 17% gap in gap in net net income income growth growth 100% vs. Source: ISR Low Low
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Dr. Michael Merz College of Business, San Jose State University 6 Internal Marketing Internal Marketing is the Management Philosophy of treating employees as customers (hence, employees = internal customers). Objective: To attract and retain good employees (hire). To provide employees (part time marketers) with adequate support (build). To ensure that internal services are provided in a customer oriented manner (communicate). To ensure that employees fulfill their duties as part-time marketers (motivate).
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Dr. Michael Merz College of Business, San Jose State University 7 Leadership Process of influencing and inspiring others in the New Venture to work to achieve a common goal and then giving them the power and the freedom to achieve it. Entrepreneurs must take on many roles in their companies, but none is more important than that of leader.
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Dr. Michael Merz College of Business, San Jose State University 8 How do “leadership” and “management” differ?
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Dr. Michael Merz College of Business, San Jose State University 9 Four Vital Tasks of a Leader
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BUS131D_Lecture16_Handout.ppt - New Venture Employee...

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