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

Full text not available in this repository.Request a copy from the Strathclyde author

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.