Organizational dynamics and complexities of corporate brand building—A practice perspective

Rita Järventie-Thesleff, Johanna Moisander, Pikka-Maaria Laine
  • Scandinavian Journal of Management, June 2011, Elsevier
  • DOI: 10.1016/j.scaman.2010.07.001

How organizational practices guide and constrain day-to-day activities of brand-building

What is it about?

The paper contributes to a better understanding of the ways in which corporate brands are built in organizations. By means of a 5-year ethnographic study, we identify a set of organizational practices that govern the praxis of brand building and examine the steering effects that these practices have on the collaborative production and delivery of the brand promise in the day-to-day of organizational activity.

Why is it important?

This paper is one of the first published papers that articulates a strategy-as-practice perspective on brand management and illustrates the analytical potential that it has in the field of marketing management.


Professor Johanna K. Moisander
Aalto University

This paper is based on the PhD thesis of Rita Järventie-Thesleff. I had the privilege of serving as Rita's PhD supervisor at Aalto Univeristy School of Economics.

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The following have contributed to this page: Professor Johanna K. Moisander