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Long-term success, quality, employment relations, hazard, politics,…

- - - - The concept must reflect the organisation's idenityt
      - The direction is ath the edge of people already do and understand
      - The leader is credible because they made similar choices in the past
      - The leader takes on the risk
      - The articulation of the 'Main Idea' enables others to begin to take up leadership roles
  - - - Hygiene factors
      - Motivation factors
  - - - Behavioral
      - Cognitive
      - Core
        
        Self-awareness
        
        Inquisitiveness
        
        Personal transformation
- - - - The gaps model (Parasuraman et al, 1985) is used for exploring customer satisfaction
- - - - Selch and Jackson four levels of internal communication
        
        Line management
        
        Internal team peer
        
        Internal project peer
        
        Internal corporate
    - - Unfair customers
    - - Brand champions
      - Brand agnostics
      - Brand cynics
      - Brand saboteurs
  - - - Preconditions
      - Trigger event
      - Crisis
      - Postcrisis
    - - External
        
        Crisis
        
        Widely publicised
        
        Scandal
      - Internal
        
        Issue
  - - - Profit
      - Sales
      - Gross margins
      - Awareness
      - Market share
      - Number of new products
      - Relative price
      - Cust. dissatisfaction
      - Distribution/availability
    - - Brand equity
      - Customer equity
    - - Short-term
      - Long-term
- - - - Incremental enhancement
    - - New product or relaunch of existing product
    - - Completely new way of doing things
- - - - Innovation value chain
      - Institutional entrepreneurs
      - Continuous innovation requires continuous change
- - - - Innovators
      - Early adopters
      - Early majority
      - Late majority
      - Laggards