Corporate re-branding: Is cultural alignment the weakest link?

Management Decision

Volumn 46, Issue 1, 2008, Pages 46-57

  Gotsi, Manto ^a   Andriopoulos, Constantine ^a   Wilson, Alan ^b  

^a BRUNEL UNIVERSITY   (United Kingdom)

^b UNIVERSITY OF STRATHCLYDE   (United Kingdom)

Author keywords

Change management; Corporate branding; Employee attitudes; Employee behaviour; Organizational culture; Strategic alignment

Indexed keywords

EID: 38749134449     PISSN: 00251747     EISSN: None     Source Type: Journal    
DOI: 10.1108/00251740810846734     Document Type: Article

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