Cultural alignment in corporate rebranding: a case study

Diamandoula Gotsi, Constantine Andriopoulos, Alan Wilson

Research output: Contribution to conference › Paper › peer-review

Abstract

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

Original language	English
Publication status	Published - 2007
Event	Association of Collegiate Marketing Educators Conference - San Diego, United States Duration: 1 Mar 2007 → …

Conference	Association of Collegiate Marketing Educators Conference
Country/Territory	United States
City	San Diego
Period	1/03/07 → …

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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",

keywords = "corporate culture, cultural alignment, corporate rebranding, case study",

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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AU - Wilson, Alan

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Y1 - 2007

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

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M3 - Paper

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