Search for dissertations about: "organizational branding"

Showing result 1 - 5 of 7 swedish dissertations containing the words organizational branding.

  2. 1. Public sector branding : an internal brand management perspective

    Author : Ulrika Leijerholt; Peter Hultén; Galina Biedenbach; Lars Erling Olsen; Umeå universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; public sector branding; internal brand management; internal branding; organizational branding; brand commitment; brand architecture; internal communication; organizational practices; public service motivation; företagsekonomi; Business Studies; marketing; marknadsföring;

    Abstract : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. READ MORE

  4. 2. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time

    Author : Christian Koch; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand positioning; corporate branding; organizational change; strategy formation; process;

    Abstract : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain strategies. READ MORE

  5. 3. Competitive Capabilities of a Technology Born Global

    Author : Liliya Altshuler; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Born globals; international SMEs; international entrepreneurship; strategy; organizational capabilities; R D management; alliance management; brand management; managerial capabilities; organizational learning;

    Abstract : Since the early 1980s, rapidly internationalizing start-ups have captured attention of the academia, media and institutions. These ’born global’ firms seem to disregard the traditionally established views of firm internationalization. READ MORE

  6. 4. Disgraced : A study of narrative identity in organizations that suffer crises of confidence

    Author : Mathias Skrutkowski; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; disgrace; scandal; Corporate branding; identity; narrative theory;

    Abstract : This thesis investigates the interface between external impressions of an organization, often referred to as its brand and image, and internal expressions, its culture and the identity of its employees, in organizations that have suffered crises of confidence. More specifically, the thesis seeks to problematize the alignment ideal in the corporate branding perspective (de Chernatony, 2001; Harris and de Chernatony, 2001; Hatch and Schultz, 2001 and Balmer and Sonen, 1999), which suggests that organizations should actively seek to realign external and internal impressions, in cases where they have become misaligned. READ MORE

  7. 5. Going Above and Beyond : An Assessment of Paying it Forward Behaviour in the B2B Marketing Context

    Author : Maria Theresa Eriksson; Tim Foster; Esmail Salehi-Sangari; Julie Tinson; Luleå tekniska universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Paying it Forward; Ecosystem Citizenship Behaviour; Employer Branding; Generalised Social Exchange; Ecosystems; Paying it Forward Mindset; B2B Marketing; Kindness; Helping Behaviours; Industrial Marketing; Industriell marknadsföring;

    Abstract : Helping behavior and other acts of kindness are important in the business context as they lead to numerous positive outcomes for organizations and individuals and they can help form the foundation needed for meeting organizational goals. Acts of kindness can have a multiplying effect which can be achieved by kindness being paid back to the individual who conducted the act of kindness or paid forward to others. READ MORE