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2017 | 66 | 1-19
Article title

Role of Corporate Governance in Brand Building - A case study of PNB MetLife

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Corporate Governance provides for the rules, procedures, systems and processes using which a company is controlled and directed. This study aims in finding out how significant corporate governance is in building a brand for a company with the overview of customers and employees of PNB MetLife. As last decade has seen a remarkable change and upgrade in the way companies look for its corporate governance processes and procedures as this involves balancing the interests of all the stakeholders- shareholders, management, customers, suppliers, financiers government and the community. This study also intends to seek and show how a company can build its brand of the products and services by having a good control over its internal and external processes and procedures for work. Interview of senior officials at PNB MetLife has been undertaken, and also the data of 80 employees were undertaken to complete this study. The findings of the study suggest that the company has prospered and has been able to deliver good performances with regards to its corporate governance. Customers and employees are being aware and are assertively looking forward to deal with companies that are following corporate governance religiously.
Physical description
  • School of Banking & Commerce, Jagran Lakecity University, Bhopal (M.P.), India
  • Barkatullah University, Bhopal (M.P.), India
  • Maharana Pratap College of Management, Ratibad, Bhopal (M.P.), India
  • [1] Bhimrao M. Ghodeswar (2008). Building Brand Identity in Competitive Markets. Journal of Product and Brand Management, Vol. 2, pp. 4-12
  • [2] Debabrata Chatterjee (December 2010). Corporate Governance and Corporate Social Responsibility: The Case of Three Indian Companies. International Journal of Innovation, Management and Technology, Vol. 1, Issue 5, pp. 507-510
  • [3]
  • [4]
  • [5] Kevin Keller (August 2004). Brands and Branding: Research Findings and Future Priorities. Research Paper of Columbia University, Vol. 2, pp. 10-17.
  • [6] Padmini Srinivasan (2011). Status of Corporate Governance Research on India- An Exploratory Study. Indian Institute of Management Banglore (IIMB), Working Paper No. 334, pp. 32-40
  • [7] Palanisamy Saravanan (March 2012). Corporate Governance and Business Performance of Manufacturing Firms in India. NFCG through CII, Ministry of Corporate Affairs, Vol. 2, pp. 12-18
  • [8] Priyanka Aggarwal (2013). Corporate Governance and Corporate Profitability: Are They Related? A study in Indian context. International Journal of Scientific and Research Publications, Vol. 3, Issue 12, pp. 1-8
  • [9] Renu Arora, Richa Garg (2013). Corporate Social Responsibility - issues and challenges in India. International Journal of Research in Finance & Marketing 3(2), 1-9.
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