ABSTRACT
In this chapter, we follow up our discussion on segmentation to examine a range of interesting developments that should help HR practitioners create better external and internal reputations, and brands. As part of this discussion, we also introduce the ideas underlying talent management, one of the growth areas in strategic HR because it is one of the major problems facing businesses and public sector organizations, especially in the knowledge sectors and creative industries. We also evaluate these ideas using the lenses introduced in Chapter 5 to reveal their strengths and weaknesses. Finally, we discuss some of the international issues of reputation management, branding and HR, concluding with a case of Wal-Mart in Germany. For those readers involved in multinational companies, we develop these international issues in Chapter 7.
