A grounded theory of the corporate identity and corporate strategy dynamic: a corporate marketing perspective

Hong-Wei He; John Balmer

doi:10.1108/03090561311297391

A grounded theory of the corporate identity and corporate strategy dynamic: a corporate marketing perspective

Hong-Wei He, John Balmer

Marketing

Research output: Contribution to journal › Article › peer-review

22 Citations (Scopus)

Abstract

his article has an explicit purpose of making a theoretical contribution to the issue of senior management cognitions of the corporate identity/corporate strategy interface. The aim of this research is to particularise the nature and saliency of this interface to corporate marketing scholars and practitioners alike.

Original language	English
Pages (from-to)	401-430
Number of pages	30
Journal	European Journal of Marketing
Volume	47
Issue number	3/4
DOIs	https://doi.org/10.1108/03090561311297391
Publication status	Published - 2013

Keywords

building societies
corporate identity
corporate strategy
financial services
corporate marketing

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