Productive Incoherence

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dc.contributor.author	Frandsen, Sanne
dc.date.accessioned	2011-11-25
dc.date.accessioned	2011-11-25T13:09:53Z
dc.date.available	2011-11-25T13:09:53Z
dc.date.issued	2011-11-25
dc.identifier.isbn	9788792842213
dc.identifier.isbn	9788792842206
dc.identifier.uri	http://hdl.handle.net/10398/8366
dc.description.abstract	This dissertation examines the relationship between corporate branding and identity work at organizational and individual levels in the context of a lowprestige corporation. It is based on 17 months of research undertaken as an inhouse ethnographer at MGP, a European based national telecommunication corporation. The study seeks to contribute to integrated corporate branding theory by adopting a critical perspective on the intra-organizational affects of brands and branding. The dissertation contains three papers, each of which contributes to discussions within corporate branding, organizational identity and identification, as well as to literature on management control and employee resistance. The findings demonstrate that the management adopts integrated corporate branding in a hypocritical manner, while employees in response develop a cynical distance to their work. While this may be interpreted as negative consequences, the dissertation argues that these are productive and have certain advantages for the management in the given context. Thus, the findings challenge the integrated corporate branding ideal of coherence between the external and internal dimensions of corporate branding as the only productive way to create a successful corporate brand.	en_US
dc.format.extent	195	en_US
dc.language	eng	en_US
dc.publisher	Copenhagen Business School	en_US
dc.relation.ispartofseries	PhD Series;30.2011
dc.title	Productive Incoherence	en_US
dc.type	phd	en_US
dc.accessionstatus	modt11nov25 lbjl	en_US
dc.contributor.corporation	Copenhagen Business School. CBS	en_US
dc.contributor.department	Institut for Interkulturel Kommunikation og Ledelse	en_US
dc.contributor.departmentshort	IKL	en_US
dc.contributor.departmentuk	Department of Intercultural Communication and Management	en_US
dc.contributor.departmentukshort	ICM	en_US
dc.idnumber	9788792842213	en_US
dc.publisher.city	Frederiksberg	en_US
dc.publisher.year	2011	en_US
dc.title.subtitle	A Case Study of Branding and Identity Struggles in a Low-Prestige Organization	en_US