Perceived corporate identity/strategy dissonance : triggers and managerial responses.

He, Hong-Wei and Balmer, J. (2007) Perceived corporate identity/strategy dissonance : triggers and managerial responses. Journal of General Management, 33 (1). pp. 71-91. ISSN 0306-3070

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Abstract

This article reports a theory-building case study relating to identity and strategy during a period of environmental transformation.