Online branding in China: A review and classification of the know-how on online branding at Energy Source

The recent growth in personnel at Energy Source has resulted in an influx of new personnel that lack experience in the field of online branding while more experienced personnel at ES have accumulated considerable know-how and expertise on this field. The asymmetry and fragmentation of know-how that was observed at ES was considered an issue and hence research has been done aimed at contributing explicit knowledge to ES that could be distributed and diffused. The research has been aimed at reviewing and classifying the know-how on online branding at ES and proposing points of improvement from a theoretical perspective. The documented knowledge is to be diffused in the organization contributing to the explicit knowledge of (newer) personnel. In addition, the research was to consider the Web 2.0 developments and other trends and factors as these are believed to have a profound impact on the industry and it was deemed necessary to evaluate the impact on the different aspects in online branding.