A grounded theory of the corporate identity and corporate strategy dynamic : a corporate marketing perspective

He, Hong-Wei and Balmer, John (2013) A grounded theory of the corporate identity and corporate strategy dynamic : a corporate marketing perspective. European Journal of Marketing, 47 (3/4). pp. 401-430. ISSN 0309-0566 (https://doi.org/10.1108/03090561311297391)

Abstract

his article has an explicit purpose of making a theoretical contribution to the issue of senior management cognitions of the corporate identity/corporate strategy interface. The aim of this research is to particularise the nature and saliency of this interface to corporate marketing scholars and practitioners alike.

ORCID iDs

He, Hong-Wei ORCID: https://orcid.org/0000-0002-6329-7329

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• Item metadata

  Item type:	Article
  ID code:	44833
  Dates:	Date Event 2013 Published
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	13 Sep 2013 10:28
  Last modified:	11 Nov 2024 10:28
  URI:	https://strathprints.strath.ac.uk/id/eprint/44833