Corporate Branding as Organizational Change

Majken Schultz, Mary Jo Hatch

Research output: Contribution to journalJournal articleCommunication


One of the paradoxes of competition is that, to succeed, companies must strike
a balance between making the most of their current situation and anticipating
what is to come; between honoring company traditions and realizing opportunities for growth, adaptation and renewal. Or, as organizational change expert
Pasquali Gagliardi was fond of saying: Organizations must change to remain
the same.
Original languageEnglish
Issue number3
Pages (from-to)42-47
Number of pages6
Publication statusPublished - 2008

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