chapter  7
Corporate reputation and branding in global companies: the challenges for people management and HR
Pages 30

Both of us have substantial experience of working and researching in multinational enterprises (MNEs), so the kinds of mistakes that Wal-Mart seems to have made in Germany (see Box 6.3) are well-known to us. Nevertheless, we still find them surprising, especially given the insights provided by the huge volume of literature in the popular business press and experience of expatriate managers concerning international differences. So, in this chapter we want to share some of our experience and personal research in MNEs with you (see, for example, Hetrick, 2001), as well as

highlight the most important findings from research on international HRM, reputation management, corporate branding and CSR.