Corporate rebranding processes in small companies:a multiple case study from the B2B software industry

Doctoral thesis English OPEN
Juntunen, M. (Mari);
(2011)
  • Publisher: Oulun yliopisto
  • Journal: eissn: 1796-2269
  • Subject: corporate branding | organizational change | processual framework | small and medium sized enterprises | organisationaalinen muutos | pk-yritys | prosessikuvaus | yritysbrändäys

Abstract The purpose of the present study is to build a theoretically based and empirically grounded framework that enables a better understanding of corporate rebranding processes among small companies. Corporate rebranding is addressed from a visual viewpoint conc... View more
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