Productive Incoherence


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Productive Incoherence

Show simple item record Frandsen, Sanne 2011-11-25 2011-11-25T13:09:53Z 2011-11-25T13:09:53Z 2011-11-25
dc.identifier.isbn 9788792842213
dc.identifier.isbn 9788792842206
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 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

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