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Title:
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"Living the brand" som en brandorienteret dialogisk praxis
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Om udvikling af medarbejdernes brandorienterede dømmekraft |
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Author:
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Hermansen, Dorte |
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Abstract:
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How can service companies get their employees to ‘live the brand’? This thesis answers this
question through a dialogue between practice and theory. It investigates the potential of
philosophical-dialogical methods to transform abstract brand values into action in corporate
branding praxis at TDC and explores opportunities to apply the methods in context of service
companies in general. It develops an understanding of corporate branding as an organisational and
cultural project in which collective dialogue-processes serve as the main sensemaking process. |
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URI:
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http://hdl.handle.net/10398/7813
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Date:
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2009-06-24 |
This work is licensed under a Creative Commons License.
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