New Publication: A practice perspective on corporate branding
12.06.2011
Rita Järventie-Thesleff and Johanna Moisander, who are faculty members at Aalto ECON Department of Communication, published an article with with Pikka-Maaria Laine in Scandinavian Journal of Management. Their article develops a practice-based theoretical approach to corporate branding. More information: Rita.Jarventie-Thesleff(at)aalto.fi
Organizational dynamics and complexities of corporate brand building–—A practice perspective
Rita Järventie-Thesleff, Johanna Moisander, Aalto University School of Economics, Department of Communication
Pikka-Maaria Laine, University of Lapland
Abstract
The paper introduces a marketing-as-practice-approach to the domain of corporate brand management and presents findings from an empirical study that illustrates this approach in the context of a large transnational corporation. Conceptualizing corporate branding as some- thing that occurs within and as part of a field of socially instituted practices, the paper focuses on the patterns of routinized activity through which corporate brands are built in organizations. By means of a 5-year ethnographic study, the aim is to identify a set of trans-subjective organizational practices that govern the praxis of brand building as well as to analyze the steering effects that these practices may have on the collaborative production and delivery of the brand promise in the day-to-day of organizational activity.
http://www.sciencedirect.com/science/article/pii/S0956522110000588
Järventie-Thesleff, Rita, Johanna Moisander and Pikka-Maaria Laine (2011) Organizational dynamics and complexities of corporate brand building – a practice perspective. Scandinavian Journal of Management, 27, 196—204