Sökning: "organizational branding"

Visar resultat 1 - 5 av 8 avhandlingar innehållade orden organizational branding.

1. 1. Public sector branding : an internal brand management perspective

   Författare :Ulrika Leijerholt; Peter Hultén; Galina Biedenbach; Lars Erling Olsen; Umeå universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; public sector branding; internal brand management; internal branding; organizational branding; brand commitment; brand architecture; internal communication; organizational practices; public service motivation; företagsekonomi; Business Studies; marketing; marknadsföring;

   Sammanfattning : The increased use of branding within the public sector signifies an important area for academic research that currently lacks theory and empirical evidence; public sector branding. Extant literature paints a scattered picture. On one hand, some branding principles appear to be equally relevant in the public sector as they are in the private sphere. LÄS MER

3. 2. Lutherhjälpen som försvann

   Författare :Anders Wejryd; Kajsa Ahlstrand; Nils Billing; Kjell Nordstokke; Uppsala universitet; []
   Nyckelord :HUMANIORA; HUMANITIES; Lutheran World Federation; World Council of Churches; International aid and assistance; Church of Sweden; Church of Sweden Mission; Diaconal work; Branding; New Public Management.; Missionsvetenskap; Studies of Missions;

   Sammanfattning : For several decades Lutherhjälpen was the primary tool of the Church of Sweden for international aid and assistance. The organization grew strong in 1950s and by the 1970s it had agents in all Church of Sweden parishes and working links with both the Lutheran World Federation and the World Council of Churches. LÄS MER

4. 3. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time

   Författare :Christian Koch; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand positioning; corporate branding; organizational change; strategy formation; process;

   Sammanfattning : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain strategies. LÄS MER

5. 4. Competitive Capabilities of a Technology Born Global

   Författare :Liliya Altshuler; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Born globals; international SMEs; international entrepreneurship; strategy; organizational capabilities; R D management; alliance management; brand management; managerial capabilities; organizational learning;

   Sammanfattning : Since the early 1980s, rapidly internationalizing start-ups have captured attention of the academia, media and institutions. These ’born global’ firms seem to disregard the traditionally established views of firm internationalization. LÄS MER

7. 5. Disgraced : A study of narrative identity in organizations that suffer crises of confidence

   Författare :Mathias Skrutkowski; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; disgrace; scandal; Corporate branding; identity; narrative theory;

   Sammanfattning : This thesis investigates the interface between external impressions of an organization, often referred to as its brand and image, and internal expressions, its culture and the identity of its employees, in organizations that have suffered crises of confidence. More specifically, the thesis seeks to problematize the alignment ideal in the corporate branding perspective (de Chernatony, 2001; Harris and de Chernatony, 2001; Hatch and Schultz, 2001 and Balmer and Sonen, 1999), which suggests that organizations should actively seek to realign external and internal impressions, in cases where they have become misaligned. LÄS MER