Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/208725 
Year of Publication: 
2009
Series/Report no.: 
PhD Series No. 17.2009
Publisher: 
Copenhagen Business School (CBS), Frederiksberg
Abstract (Translated): 
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.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Doctoral Thesis

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