The book helps HR practitioners understand corporate-level concepts and their relevance to the key strategic agendas of organizations by drawing on a wide range of ideas from branding, marketing, communications, public relations and reputation management. It then examines how effective people management strategies and the role of HR specialist can contribute to this corporate agenda. This contribution lies in four key areas: organizational communications strategies, developing compelling employee value propositions and employer branding; HR strategies, employer of choice policies and talent management; creating new forms of psychological contracts and building stronger individual-organizational linkages through employee identification, employee commitment and psychological ownership; and in developing supportive employee behaviors. The book is based on a new model of the links between HR, corporate reputation and branding, developed from an extensive review and synthesis of different bodies of management literature. This model has been refined from extensive case research and practical experience in building corporate reputations and brands. Specially researched cases include Orange, Aegon, Scottish Enterprise, Hudson International, BSkyB, Standard Life Investments and the Royal Bank of Scotland.
In Euromissiles, Susan Colbourn tells the story of the height of nuclear crisis and the remarkable waning of the fear that gripped the globe. In the Cold War conflict that pitted nuclear superpowers against one another, Europe was the principal battleground. Washington and Moscow had troops on the ground and missiles in the fields of their respective allies, the NATO nations and the states of the Warsaw Pact. Euromissiles—intermediate-range nuclear weapons to be used exclusively in the regional theater of war—highlighted how the peoples of Europe were dangerously placed between hammer and anvil. That made European leaders uncomfortable and pushed fearful masses into the streets demanding peace in their time. At the center of the story is NATO. Colbourn highlights the weakness of the alliance seen by many as the most effective bulwark against Soviet aggression. Divided among themselves and uncertain about the depth of US support, the member states were riven by the missile issue. This strategic crisis was, as much as any summit meeting between US president Ronald Reagan and Soviet general secretary Mikhail Gorbachev, the hinge on which the Cold War turned. Euromissiles is a history of diplomacy and alliances, social movements and strategy, nuclear weapons and nagging fears, and politics. To tell that history, Colbourn takes a long view of the strategic crisis—from the emerging dilemmas of allied defense in the early 1950s through the aftermath of the INF Treaty thirty-five years later. The result is a dramatic and sweeping tale that changes the way we think about the Cold War and its culmination.
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