Sökning: onr:"swepub:oai:lup.lub.lu.se:7b63fca6-1b0e-4e5b-b0c9-c7b47e0b7680" >
The silver bullet o...
The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process.
-
- Frandsen, Sanne (författare)
- Lund University,Lunds universitet,Företagsekonomiska institutionen,Ekonomihögskolan,Department of Business Administration,Lund University School of Economics and Management, LUSEM
-
(creator_code:org_t)
- Elsevier BV, 2017
- 2017
- Engelska 13 s.
-
Ingår i: Scandinavian Journal of Management. - : Elsevier BV. - 0956-5221. ; 33:4, s. 222-234
- Relaterad länk:
-
http://dx.doi.org/10...
-
visa fler...
-
https://lup.lub.lu.s...
-
https://doi.org/10.1...
-
visa färre...
Abstract
Ämnesord
Stäng
- This paper studies the role and function of corporate branding in organizational identity change, contributing to the increased scholarly interest in the organizing effects of branding, particularly corporate branding. Based on an ethnographic case study of corporate brand planning and implementation at a European telecommunications corporation, MGP, this paper demonstrates how corporate branding logic functions as a management fantasy that settles the tensions of planned organizational identity change. The findings illuminate the important implications of corporate branding logic for the professionalized practices of organizational identity work, with branding fantasized as a “silver bullet” by the organizational branders while in practice emerging as a self-defeating prophesy.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- organizational identity
- branding
- fantasy
- practices
Publikations- och innehållstyp
- art (ämneskategori)
- ref (ämneskategori)
Hitta via bibliotek
Till lärosätets databas