Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
Workplace value shifts and remote work have created discrepancies in managerial approaches, widening the gap between managers and personnel. This study addresses managerial plasticity development to navigate modern work environments and enhance internal branding. It introduces the Plasticity Model for measuring managerial plasticity and the Internal Branding Plasticity Model (IBPM) to explore relationships between internal branding, plasticity, employee engagement, job satisfaction, and loyalty. The research aims to provide insights into neuroplasticity development for fostering inclusive and innovative work environments.
Recommended Citation
Peng, L., and Girard, T. (2025). Bridging workplace discrepancies: Enhancing managerial plasticity for effective internal branding and employee engagement. 2025 Association of Marketing Theory and Practice Proceedings, 50. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/50
Included in
Advertising and Promotion Management Commons, Human Resources Management Commons, Marketing Commons
