Organizational dynamics and complexities of corporate brand building--A practice perspective
Summary The paper introduces a marketing-as-practice-approach to the domain of corporate brand management and presents findings from an empirical study that illustrates this approach in the context of a large transnational corporation. Conceptualizing corporate branding as something that occurs within and as part of a field of socially instituted practices, the paper focuses on the patterns of routinized activity through which corporate brands are built in organizations. By means of a 5-year ethnographic study, the aim is to identify a set of trans-subjective organizational practices that govern the praxis of brand building as well as to analyze the steering effects that these practices may have on the collaborative production and delivery of the brand promise in the day-to-day of organizational activity.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 27 (2011)
Issue (Month): 2 (June)
|Contact details of provider:|| Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/872/description#description|
|Order Information:|| Postal: http://www.elsevier.com/wps/find/journaldescription.cws_home/872/bibliographic|
When requesting a correction, please mention this item's handle: RePEc:eee:scaman:v:27:y:2011:i:2:p:196-204. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Shamier, Wendy)
If references are entirely missing, you can add them using this form.