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Branding may not immediately jump out as a top research topic for SSO/GBS, however, we believe it is important to highlight its impact due to the challenges that many SSO/GBS encounter in persuading their stakeholders to trust them with increasingly complex scope. These challenges significantly limit shared services’ ability to advance up the value stream.
This report and the survey that underpins it, explores the extent to which branding is already recognized as the value-driver it can be, investigate how effective branding strategies can support talent management efforts, particularly in a tight labor market.
Contributors:
- Tom Bangemann, Head of Data Development and Research, SSON Research & Analytics
- Aniisu K Verghese Ph.D, Internal and Change Communication Leader
- Nimmi Sebastian, Head of Brand and CSR, Tesco Business Services
- Elaine Igoe, TBS Communications Lead (Global), Takeda
- Turan Sahin, Chief Executive Officer (CEO) & Founder Allianz Services, Co-CEO Allianz Technology SE
- Jayakala Balasingh, Global Change & Communications Leader - Philips Global Business Services
