search query: @author Ramanantsoa, B. / total: 14
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| Author: | Moingeon, B. Ramanantsoa, B. |
| Title: | Understanding corporate identity: The French school of thought |
| Journal: | European Journal of Marketing
1997 : VOL. 31:5/6, p. 383-395 |
| Index terms: | CORPORATE CULTURE CORPORATE IMAGE ORGANIZATIONAL CULTURE FRANCE |
| Language: | eng |
| Abstract: | Organization is characterized by cultural approaches that identify symbolic products. These approaches usually remain at descriptive level because they are not based on a theoretical framework and conceptual apparatus capable enough. The concept of corporate identity provides insights into the root causes. Socioanalysis (Bourdieu) helps diagnosing the identity of an organization, involving concentrating on the discourse held by members of a firm, and within the discourse, on clues that betray or reflect the underlying imagery.The theoretical framework and methodology presentid in the paper, permit marketing executives to obtain better understanding of the internal dynamics of their organizations. |
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