Perceived corporate identity/strategy dissonance: triggers and managerial responses.

Hong-Wei He; J. Balmer

Perceived corporate identity/strategy dissonance: triggers and managerial responses.

Hong-Wei He, J. Balmer

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Research output: Contribution to journal › Article › peer-review

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Abstract

This article reports a theory-building case study relating to identity and strategy during a period of environmental transformation.

Original language	English
Pages (from-to)	71-91
Number of pages	21
Journal	Journal of General Management
Volume	33
Issue number	1
Publication status	Published - 2007

Keywords

customer loyalty
corporate identity
corporate strategy

Cite this

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Perceived corporate identity/strategy dissonance: triggers and managerial responses.

Abstract

Keywords

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