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

19 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.
LanguageEnglish
Pages401-430
Number of pages30
JournalEuropean Journal of Marketing
Volume47
Issue number3/4
DOIs
Publication statusPublished - 2013

Fingerprint

Grounded theory
Corporate strategy
Marketing
Corporate identity
Senior management
Cognition

Keywords

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

Cite this

@article{1f7e589eddc840b597ca33dca6709ed6,
title = "A grounded theory of the corporate identity and corporate strategy dynamic: a corporate marketing perspective",
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.",
keywords = "building societies, corporate identity, corporate strategy, financial services, corporate marketing",
author = "Hong-Wei He and John Balmer",
year = "2013",
doi = "10.1108/03090561311297391",
language = "English",
volume = "47",
pages = "401--430",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald Publishing Limited",
number = "3/4",

}

A grounded theory of the corporate identity and corporate strategy dynamic : a corporate marketing perspective. / He, Hong-Wei; Balmer, John.

In: European Journal of Marketing, Vol. 47, No. 3/4, 2013, p. 401-430.

Research output: Contribution to journalArticle

TY - JOUR

T1 - A grounded theory of the corporate identity and corporate strategy dynamic

T2 - European Journal of Marketing

AU - He, Hong-Wei

AU - Balmer, John

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - building societies

KW - corporate identity

KW - corporate strategy

KW - financial services

KW - corporate marketing

U2 - 10.1108/03090561311297391

DO - 10.1108/03090561311297391

M3 - Article

VL - 47

SP - 401

EP - 430

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 3/4

ER -