Marketing and Branding Implications of a Corporate Service Program: The Case of Women's Group Mentoring

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Marketing and Branding Implications of a Corporate Service Program: The Case of Women's Group Mentoring
Coaching and Mentoring Journal

Corporate programs are often voluntary and sometimes struggle to attract sufficient participants. Mentoring programs tend to follow a mentor-mentee format. However one Australian university offers female staff a group-mentoring model. Despite the positive ratings of this mentoring model there appeared to be negative perceptions of the program. To understand why these perceptions were negative exploratory research was undertaken. Quantitative and qualitative research was triangulated to improve understanding of the data. Ultimately recommendations for branding of the product were developed. Numerous incorrect perceptions existed and one of the biggest hindrances for participation in the program was a perceived lack of time and confusion about the nature of the program.

 

Citation: 
I nternational Journal of Evidence Based Coaching and Mentoring Vol. 10, No.1, February 2012 Page 74

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