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

Hong-Wei He, John Balmer

Research output: Contribution to journalArticle

21 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 languageEnglish
Pages (from-to)401-430
Number of pages30
JournalEuropean Journal of Marketing
Volume47
Issue number3/4
DOIs
Publication statusPublished - 2013

Keywords

  • building societies
  • corporate identity
  • corporate strategy
  • financial services
  • corporate marketing

Fingerprint Dive into the research topics of 'A grounded theory of the corporate identity and corporate strategy dynamic: a corporate marketing perspective'. Together they form a unique fingerprint.

  • Cite this