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Innovative training in designing corporate identity

机译：设计企业形象的创新培训

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Purpose - To present the role of innovative training in the design and assimilation process of a new corporate identity. Design/methodology/approach - The article is based on a description of the design process of a new corporate identity and its assimilation by a hotel chain management company. Data were gathered by in-depth interviews with members of the company's management, namely its CEO, marketing manager and human resources manager and five hotel managers. In addition, written material was analyzed, including business and operational reports. Findings - The innovative training approach, which is based on continuous involvement of all organization members, is an effective mechanism for designing, building and adapting corporate identities in an era characterized by significant changes in the business-marketing environment. This approach enables the company to rapidly assimilate the new identity and improve business results. The active involvement of internal stakeholders during the formulation stages of the organizational vision, and later, when determining the training mechanism for its assimilation, contributes to the satisfaction of both employees and clients, minimizes employee turnover, and enhances the organization's reputation. Originality/value - This article illustrates how innovative training assists organization managements in designing and assimilating new corporate identities. It differentiates between supportive training and innovative training, indicating both the connection between innovative training and organizational learning and the contribution of the employees in implementing the corporate identity.
机译：目的-介绍创新培训在新公司标识的设计和吸收过程中的作用。设计/方法/方法-本文基于对新企业标识的设计过程的描述，以及酒店连锁管理公司对其进行的吸收。通过与公司管理层（即首席执行官，营销经理和人力资源经理以及五名酒店经理）成员的深入访谈收集了数据。此外，还分析了书面材料，包括业务和运营报告。调查结果-这种创新的培训方法基于组织全体成员的不断参与，是在企业营销环境发生重大变化的时代设计，建立和调整公司身份的有效机制。这种方法使公司能够快速吸收新身份并改善业务成果。内部利益相关者在组织构想的制定阶段中的积极参与，以及随后确定组织吸收同化的培训机制时，有助于员工和客户的满意度，最大程度地减少了员工流动率，并提高了组织的声誉。原创性/价值-本文说明创新培训如何帮助组织管理层设计和吸收新的公司标识。它区分了支持培训和创新培训，既表明了创新培训与组织学习之间的联系，也表明了员工在实施企业形象方面的贡献。

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