Purpose: This paper seeks to create an epistemologically grounded understanding of the causes and process of corporate rebranding via the lens of the theory of evolution by natural selection. Approach: A review of the factors that trigger corporate rebranding, as reported in academic literature,...

This paper seeks to investigate how firms operating in technology intensive industries construct their corporate brands in the aftermath of the launch of the international technology road-map policy. A review of literature was put forward and a four page statement which appears in Sony’s...

This paper attempts to make a conceptual analysis of the factors that trigger the development of generic corporate identity in business organizations. This objective is accomplished through a review of literature domicile with the disciplines of management, business studies and corporate...