Gotsi, M. and Andriopoulos, C. and Wilson, A.M. (2008) Corporate re-branding: is cultural alignment the weakest link? Management Decision, 46 (1). pp. 46-57. ISSN 0025-1747
Full text not available in this repository. (Request a copy from the Strathclyde author)Abstract
This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. The empirical findings highlight that despite the firm's internal communication initiatives, current staff attitudes and behaviours are not aligned with the new corporate brand priorities. Resistance to change appears to play an important role in this respect. Yet, interestingly, some divisions view the current culture as more aligned to the new corporate brand than others. Moreover, staff that have joined the firm after the rebranding exercise view the current culture as more aligned to the new corporate brand values than those who have been with the firm since before the launch of the new corporate brand.
| Item type: | Article |
|---|---|
| ID code: | 7375 |
| Keywords: | change management, corporate branding, employee attitudes, employee behaviour, organizational culture, strategic alignment, Commerce |
| Subjects: | Social Sciences > Commerce |
| Department: | Strathclyde Business School > Hunter Centre For Entrepreneurship Strathclyde Business School > Marketing |
| Related URLs: | |
| Depositing user: | Strathprints Administrator |
| Date Deposited: | 30 Jan 2009 16:42 |
| Last modified: | 12 Mar 2012 10:47 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/7375 |
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