In order to meet the ever-increasing demands of the market place, many organizations have sought to become more agile and flexible. One potential route to increased flexibility is home working. However, in a service dominant world what is less well considered is the impact of such flexible work...

In this paper we explore the potential for HR professionals to draw on the branding literature as a new performance discourse, which increasingly is believed by organizations such as the UK-based Chartered Institute of Personnel and Development (CIPD) to be a key area of interest for their...