Five naming strategies to help tell your organization's story
Year of publication: |
2023
|
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Authors: | Bendell, Bari L. ; Kristal, Emma K. |
Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 66.2023, 3, p. 387-404
|
Subject: | Brand storytelling | Brand strategy | Cognitive fluency | Name changes | Naming strategies | Organizational identity | Markenführung | Brand management | Unternehmenskultur | Corporate culture | Narrative Methode | Narrative method | Organisatorischer Wandel | Organizational change | Strategisches Management | Strategic management | Kognition | Cognition | Markenartikel | Brand |
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