Brand orientation: managing organizations from a brand perspective 2017 (English)In: Brand Theories: Perspectives on brands and branding / [ed] Jon Bertilsson & Veronika Tarnovskaja, Studentlitteratur AB, 2017, 1, p. 25-44Chapter in book (Other academic)

Place, publisher, year, edition, pages

Studentlitteratur AB, 2017, 1. p. 25-44

Keywords [en]

Brand orientation, brand orientation frameworks, leadership, internal branding, brand orientation contexts, market-oriented positioning

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Business Administration

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URN: urn:nbn:se:hkr:diva-22254Libris ID: 20778652ISBN: 9789144116242 (print)OAI: oai:DiVA.org:hkr-22254DiVA, id: diva2:1582413

Available from: 2021-08-01 Created: 2021-08-01 Last updated: 2021-08-09Bibliographically approved

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Koch, Christian

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Department of BusinessResearch environment Governance, Regulation, Internationalization and Performance (GRIP

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