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 | |
| Publication status | Published - 2013 |
Keywords
- building societies
- corporate identity
- corporate strategy
- financial services
- corporate marketing
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He, H-W., & Balmer, J. (2013). A grounded theory of the corporate identity and corporate strategy dynamic: a corporate marketing perspective. European Journal of Marketing, 47(3/4), 401-430. https://doi.org/10.1108/03090561311297391