... areas. Findings The study identifies the following six key dimensions of CI in the UK industry: communication, visual identity, behavior, organizational culture, stakeholder management and founder value-based leadership. Research limitations/implications The focus on UK leading companies limits...

... 2004 Contemporary marketing research has been dominated by a positivistic approach to research. We posit that methods such as surveys are not suitable to capture the complex intercultural interactive and leadership processes during internal brand building. Although increasingly a shift...