Skip to main content

Research Repository

Advanced Search

The contribution of human resource development managers to organisational branding in the hotel industry in India and South East Asia (ISEA): a dynamic capabilities perspective

Koukpaki, Serge; Adams, Kweku; Oyedijo, Adegboyega

Authors

Serge Koukpaki

Kweku Adams

Profile Image

Dr Ade Oyedijo A.Oyedijo@hull.ac.uk
Lecturer in Logistics and Supply Chain Management



Abstract

This research explores the significant contribution of human resource development (HRD) managers in building organisational brands in the hotel industry through the lenses of dynamic capabilities for sustaining competitiveness.
Using a qualitative case study design, this study deployed a semi-structured interview research method. It used a purposive sample of twenty HRD managers across twenty different hotels in India and South East Asia (ISEA) to explore their contribution to organisational brands. The data was analysed using thematic analysis.
The findings show the significance of HRD in building organisational brands. From a dynamic capabilities perspective, it was found that; HRD has an impact on fostering brand awareness culture; HRD functional branding enhances the creation and sustaining of quality service culture; functional branding of HRD helps differentiate the brand and quality service, for product development and innovation by linking talent development and growth of key competencies and capabilities; brand training and behavioural training directly influence the right behaviour knowledge and effective communication that is translated into the enhancement of guest experience; and finally, organisational branding through branding culture and employer branding creates organisational wealth.
We propose a new conceptual framework for the branding of the Heroes to reclaim the HRD’s splendour in the realm of other functions in the hotel industry in ISEA contexts. While we do not claim an external generalisability, we believe that an analytical application of this framework could be relevant in similar environments. The study also claims that HRD practitioners could use parallel literature repertoires from brand management discourse to value their strategic contributions in building and maintaining their reputational position at the board level. Practical implications and further research are discussed.

Citation

Koukpaki, S., Adams, K., & Oyedijo, A. (2020). The contribution of human resource development managers to organisational branding in the hotel industry in India and South East Asia (ISEA): a dynamic capabilities perspective. Employee relations, https://doi.org/10.1108/er-09-2019-0375

Journal Article Type Article
Acceptance Date Jul 24, 2020
Online Publication Date Aug 14, 2020
Publication Date Aug 14, 2020
Deposit Date Jul 26, 2020
Publicly Available Date Aug 14, 2020
Journal Employee Relations: The International Journal
Print ISSN 0142-5455
Electronic ISSN 0142-5455
Publisher Emerald
Peer Reviewed Peer Reviewed
DOI https://doi.org/10.1108/er-09-2019-0375
Keywords Human resource development; organisational branding; India and South East Asia; Employee attitudes; Employee development; Employee relations
Public URL https://hull-repository.worktribe.com/output/3548131
Publisher URL https://www.emerald.com/insight/content/doi/10.1108/ER-09-2019-0375/full/html

Files





You might also like



Downloadable Citations