A Different Story - Seduction, Conquest and Discovery

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A Different Story - Seduction, Conquest and Discovery

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dc.contributor.author Janning, Finn en_US
dc.date.accessioned 2009-02-04T10:26:06Z
dc.date.available 2009-02-04T10:26:06Z
dc.date.issued 2008-04-29T00:00:00Z en_US
dc.identifier.uri http://hdl.handle.net/10398/7128
dc.description.abstract There is a story about two companies, and how the one was supported and dominated by the other. Even today, more than 13 years after their separation, the support and domination of one company over the other seems to continue. In 2001 NNE (Novo Nordisk Engineering A/S), celebrated its tenth anniversary as an independent affiliate within the Novo Group. The anniversary was celebrated with a huge party at the Øksnehallen Exhibition Centre located in Copenhagen, Denmark. Here NNE launched its new Corporate Visual Identity (CVI). The CVI was created in order for NNE to show the world that it strived to become the market leader in the growing fields of biotechnology and pharmaceuticals. Equally important, NNE wanted to detach itself from its supporter and dominator, the company Novo Nordisk A/S. To begin with, NNE changed its name from Novo Nordisk Engineering A/S to NNE; secondly it created a new logo; and last, as a brand promise, it stated: Unique Know How. In fact, NNE changed all of its visual identity (i.e. CVI) in a manner like that of pirates who want to change identity by raising another flag on the mast before anchoring at a harbor. en_US
dc.format.extent 278 en_US
dc.language eng en_US
dc.relation.ispartofseries Ph.d.serie;2005-01 en_US
dc.subject.other ph.d.-afhandlinger en_US
dc.title A Different Story - Seduction, Conquest and Discovery en_US
dc.type phd en_US
dc.accessionstatus modt08apr29 nijemo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Ledelse, Politik og Filosofi en_US
dc.contributor.departmentshort LPF en_US
dc.contributor.departmentuk Department of Management, Politics & Philosophy en_US
dc.contributor.departmentukshort MPP en_US
dc.idnumber x656556888 en_US
dc.publisher.city København en_US
dc.publisher.year 2005 en_US


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