"Living the Brand" som en brandorienteret dialogisk praxis: Om udvikling af medarbejdernes brandorienterede dømmekraft

Dorte Hermansen

Research output: Book/ReportPh.D. thesisResearch

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Abstract

How can service companies get their employees to ‘live the brand’? This thesis answers this question through a dialogue between practice and theory. It investigates the potential of philosophical-dialogical methods to transform abstract brand values into action in corporate branding praxis at TDC and explores opportunities to apply the methods in context of service companies in general. It develops an understanding of corporate branding as an organisational and cultural project in which collective dialogue-processes serve as the main sensemaking process.
Original languageDanish
Place of PublicationFrederiksberg
PublisherCopenhagen Business School [Phd]
Number of pages275
ISBN (Print)9788759383964
Publication statusPublished - 2009
SeriesPh.d. Serie
Number17.2009
ISSN0609-6934

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