Proces de castigare a sustinerii companiei din partea angajatilor, pentru a-i incuraja sa promoveze obiectivele corporatiste. Acest proces se poate petrece la mai multe niveluri, de la cresterea niveleului de constientizare a unui anumit produs sau a unei campanii de marketing, pana la explicarea intregii strategii de afacere.
The process of eliciting support for a company and its activities among its own employees, in order to encourage them to promote its goals. This process can happen at a number of levels, from increasing awareness of individual products or marketing campaigns, to explaining overall business strategy.
