Cultural alignment in corporate rebranding: a case study

Diamandoula Gotsi, Constantine Andriopoulos, Alan Wilson

Research output: Contribution to conferencePaperpeer-review

Abstract

This paper provides a case study of cultural alignment in corporate rebranding
Original languageEnglish
Publication statusPublished - 2007
EventAssociation of Collegiate Marketing Educators Conference - San Diego, United States
Duration: 1 Mar 2007 → …

Conference

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

Keywords

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

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