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.

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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.