by Thierry Wellhoff · Eyrolles · tapa blanda · ISBN 9782212547979
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«Les valeurs» is the business management essay by Thierry Wellhoff, published by Eyrolles in paperback (206 pages, in French).
The book addresses the ambiguities surrounding values in business and distinguishes between moral, brand and institutional values. It proposes a values system of its own to help give meaning to business challenges, ensure communication coherence and strengthen reputation. Wellhoff presents the «genetic code» model as an alternative to the dichotomy between brand values and ethical values, with theoretical and practical guidance for its implementation.
Recommended for CEOs and marketing, communication and human resources managers who want to implement a corporate values system.
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