Cultural alignment in corporate rebranding: a case study

Diamandoula Gotsi, Constantine Andriopoulos, Alan Wilson

Research output: Contribution to conferencePaper

Abstract

This paper provides a case study of cultural alignment in corporate rebranding

Conference

ConferenceAssociation of Collegiate Marketing Educators Conference
CountryUnited States
CitySan Diego
Period1/03/07 → …

Fingerprint

Rebranding
Alignment

Keywords

  • corporate culture
  • cultural alignment
  • corporate rebranding
  • case study

Cite this

Gotsi, D., Andriopoulos, C., & Wilson, A. (2007). Cultural alignment in corporate rebranding: a case study. Paper presented at Association of Collegiate Marketing Educators Conference, San Diego, United States.
Gotsi, Diamandoula ; Andriopoulos, Constantine ; Wilson, Alan. / Cultural alignment in corporate rebranding : a case study. Paper presented at Association of Collegiate Marketing Educators Conference, San Diego, United States.
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title = "Cultural alignment in corporate rebranding: a case study",
abstract = "This paper provides a case study of cultural alignment in corporate rebranding",
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author = "Diamandoula Gotsi and Constantine Andriopoulos and Alan Wilson",
year = "2007",
language = "English",
note = "Association of Collegiate Marketing Educators Conference ; Conference date: 01-03-2007",

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Gotsi, D, Andriopoulos, C & Wilson, A 2007, 'Cultural alignment in corporate rebranding: a case study' Paper presented at Association of Collegiate Marketing Educators Conference, San Diego, United States, 1/03/07, .

Cultural alignment in corporate rebranding : a case study. / Gotsi, Diamandoula; Andriopoulos, Constantine; Wilson, Alan.

2007. Paper presented at Association of Collegiate Marketing Educators Conference, San Diego, United States.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Cultural alignment in corporate rebranding

T2 - a case study

AU - Gotsi, Diamandoula

AU - Andriopoulos, Constantine

AU - Wilson, Alan

PY - 2007

Y1 - 2007

N2 - This paper provides a case study of cultural alignment in corporate rebranding

AB - This paper provides a case study of cultural alignment in corporate rebranding

KW - corporate culture

KW - cultural alignment

KW - corporate rebranding

KW - case study

M3 - Paper

ER -

Gotsi D, Andriopoulos C, Wilson A. Cultural alignment in corporate rebranding: a case study. 2007. Paper presented at Association of Collegiate Marketing Educators Conference, San Diego, United States.