8618 Chapters
Medium 9781523093984

39. Out of the Flames, into the Light

Blanchard, Ken; Broadwell, Renee Berrett-Koehler Publishers ePub


Art Barter and I met when I spoke at his church a number of years ago. He was intrigued when I talked about Jesus as the ultimate model of servant leadership. Having recently taken over Datron World Communications, Art decided servant leadership would be his strategy for turning the operation around. You’ll enjoy this essay describing how he put servant leadership into action. —KB

EVERYTHING SEEMED TO be against our company, Datron World Communications. I had brought our management team together to lay out a plan for recovery. They looked at me—their new leader—eager to hear the next steps that would pull us out of the flames. Datron had just been dragged through an agonizing eight-month criminal investigation by the Department of Justice (DOJ). The investigation focused on the Foreign Corrupt Practices Act (FCPA). They wanted to see if anyone in our company had bribed foreign officials to obtain or retain business. To be accused of misconduct had been exhausting and, frankly, scary. It certainly had taken its toll on me as well as all of Datron’s employees.

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Medium 9781576754047

4: Defining Your Brand DNA

Barlow, Janelle Berrett-Koehler Publishers ePub

Whether or not you have taken the time to formulate your brand, your organization, your service, and your products are still a brand. Your brand may not be on Interbrand’s one hundred most valuable brands list; nonetheless, your brand is what consumers and staff think about you. Your choice is whether to take control of shaping your brand’s destiny or to let consumers and your staff haphazardly define your brand. If customers define your brand, they will do so in large part based upon their experiences, influenced by employees who have no clear idea about the brand they represent.95

Defining brand DNA, the unique components of a brand, is key to beginning the process of consistently delivering on-brand service. This is a concept that most organizations struggle to understand, at least outside the marketing department. Many management teams have become conditioned to looking for the next quick fix solution that can be bolted onto their existing business infrastructures. While we were recently discussing branded customer service with a group of HR professionals and trainers, they simply said, “Show us the training program.” This mind-set is undoubtedly one of the major reasons so many service-related initiatives fail to deliver any real competitive edge.

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Medium 9781780641850

5 Social Media and Tourism

Benckendorff, P.J.; Sheldon, P.J. CAB International PDF

chapter 5

Social Media and


Learning Objectives

After studying this chapter you should be able to:

understand the types and functions of social media; explain why electronic word of mouth is important to travel organizations; analyze the advantages and disadvantages of different social media platforms; discuss how different social media platforms can be used to engage with travelers; and adopt a strategic approach to using social media for a range of applications in travel organizations.


In this chapter we will examine social media and their impact on travelers, tourism intermediaries, suppliers and destinations. Social media relies on web and mobile technologies to provide interactive platforms through which individuals and communities can share, collaborate, discuss and modify user ­generated


c­ ontent. This cross-platform accessibility means that travelers use social media across all stages of the travel lifecycle to share and document their experiences. This capability shifts the control of information from marketers and public relations departments to travelers – creating a number of challenges and opportunities for the travel industry.

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Medium 9781605098661

6 Communicating sustainability with impact

Ottman, Jacquelyn Berrett-Koehler Publishers ePub

Hertz promised to get you out of airports faster. Tide guaranteed to get clothes whiter than white. Keds sneakers assured kids that they would run faster and jump higher. But with environmentalism now a core societal value, consumers want to see green themes in marketing messages in addition to traditional promises associated with a better life. Indeed, communicating environmental and social initiatives with authenticity and impact can help establish one’s brand in the vanguard of this important trend. Indeed, such messaging can even ward off legislative threats and potentially protect one’s corporate reputation when things go wrong. Also, with stakeholders of all types – employees, investors, and consumers among them – wanting to know about the sustainability of products at every phase of their life-cycles, communicating the environmental and social advantages of one’s brands is now critical to running a well-managed business.

Although there are many opportunities associated with communicating one’s sustainability initiatives, challenges abound – and not communicating one’s environmentally and socially oriented product and corporate initiatives may be riskier still. Marketers who don’t tout the sustainability achievements of their brands may find that consumers and other stakeholders assume their products and processes are not ecologically sound; this is a sure way to be replaced on the shelf by a competitor with recognized green credentials! Fail to get on the radar screens of the sustainability-aware and lose opportunities to increase market share among the growing number of influential and affluent LOHAS consumers. Address the new rules of green marketing and expect to enjoy such rewards as enhanced brand equity and a stronger emotional bond with stakeholders.

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Medium 9781576754054

A Parting Blessing

Wheatley, Margaret J. Berrett-Koehler Publishers ePub

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