In 2001, Sainsbury created the Brand Governance Steering Group and the Great Place to Work Steering Group, two inter-dependent research and strategy teams chaired by board members that contribute to the branding model and corporate social responsibility model that brings Sainsbury positive market attention (Sainsbury 2011). These Steering Groups add a new dimension of focus on the governance model, whereby executives and mid-tier managers are involved in establishing policies, models and procedures to enhance brand attitude and personality in important markets. The knowledge and experience brought to the governance model by brand and CSR-related steering groups continues to provide Sainsbury with significant competitive advantages.“We are guided by a ‘materiality’ process which allows us to focus attention on areas of greatest impact and importance. We chart all related sustainability issues against the level of potential concern and how much the issue could affect our business. (Sainsbury 2011, p.activities critical to market competitiveness and reputation on the consumer markets. Sainsbury understands that the majority of revenues and long-term loyalty needed to sustain market share is involved with promoting internal corporate values and then applying these in a way that is transparent to the consumer in product offerings, CSR activities, and service delivery systems. Rather than allowing managers at the organisation to develop appropriate policies and systems associated with marketing and operations, they are determined by knowledge experts with considerable commercial and business experience. Therefore, it should be identified that one significant brand-related strength of Sainsbury is the methodology of governance that considers brand attitude and personality as critical success factors in this industry.Sainsbury is known in important revenue-building markets for its focus on corporate social responsibility, a comparative advantage not found in industry competition. One method by which the organisation is able to provide positive brand sentiment is by providing healthy eating options and a variety of health promotions to improve consumer lifestyle (Sainsbury 2011). “Sainsbury’s corporate values underpin its goal to provide healthy, safe, fresh and tasty food at fair prices” (Sainsbury 2011, p. It is not just the procurement model for health food provision that matters, it is how the
Kotler, P., Armstrong, G., Harris, L.C. and Piercy, N.F. (2012). Principles of Marketing, 6th European ed. Prentice-Hall.
Tricker, Adrian, Essentials for Board Directors: An A-Z Guide, Bloomberg Press, New York, 2009
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