Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/208794 
Authors: 
Year of Publication: 
2011
Series/Report no.: 
PhD Series No. 30.2011
Publisher: 
Copenhagen Business School (CBS), Frederiksberg
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.
Persistent Identifier of the first edition: 
ISBN: 
9788792842213
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Doctoral Thesis

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