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Keywords: Corporate branding
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Journal Articles
Time-based modifications to process theory illustrations through a corporate rebranding case study
Available to Purchase
Journal:
Baltic Journal of Management
Baltic Journal of Management (2015) 10 (2): 222–242.
Published: 07 April 2015
... discipline. Over the past 15 years or so, researchers and managers have become interested in corporate branding, which is a combination of multidisciplinary studies where the starting point is the organisation, and product branding where the focus is on the customer (Bickerton, 2000 ; Knox and Bickerton...
