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| Tekijä: | Kärreman, D. Rylander, A. |
| Otsikko: | Managing meaning through branding - the case of a consulting firm |
| Lehti: | Organization Studies
2008 : VOL. 29:1, p. 103-125 |
| Asiasana: | management consulting consultancy information technology case studies multinational companies brands |
| Vapaa asiasana: | branding organizational identity identification |
| Kieli: | eng |
| Tiivistelmä: | The phenomenon of branding (henceforth as: br-g.), while originally profiled as a marketing tool, can be seen as an exercise in management (as: mgmt.) of meaning, as well. Br-g. does not only inform external stakeholders, e.g. customers or investors, on the values of the organization. In addition, it also potentially directs and instructs organizational (as: org-al.) members. Thus, br-g. can be viewed as a mgmt. and leadership practice (as: prcs). Based on on a longitudinal case study, this paper presents how these prcs. are played out in the mgmt. consulting firm context, exploring the relationship btw. br-g. and org-al. identity and identification etc. |
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