"Living the brand" som en brandorienteret dialogisk praxis

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"Living the brand" som en brandorienteret dialogisk praxis

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dc.contributor.author Hermansen, Dorte
dc.date.accessioned 2009-06-24
dc.date.accessioned 2009-06-24T07:07:22Z
dc.date.available 2009-06-24T07:07:22Z
dc.date.issued 2009-06-24
dc.identifier.uri http://hdl.handle.net/10398/7813
dc.description.abstract 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. en_US
dc.format.extent 288 s. en_US
dc.language dan en_US
dc.relation.ispartofseries Ph.D. series; 2009-17
dc.subject.other Ph.d.-afhandlinger en_US
dc.title "Living the brand" som en brandorienteret dialogisk praxis en_US
dc.type phd en_US
dc.accessionstatus modt09jun24 jobrmo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.corporationshort Doctoral School of Organisation and Management Studies. OMS 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 and Philosophy en_US
dc.contributor.departmentukshort LPF en_US
dc.idnumber x656599773 en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2009 en_US
dc.title.subtitle Om udvikling af medarbejdernes brandorienterede dømmekraft en_US


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