Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

The Authors

Mary Jo Hatch, professor emerita of the University of Virginia, is an adjunct and visiting professor at the Copenhagen Business School. She is the author of Organization Theory: Modern, Symbolic and Postmodern Perspectives, now in its second edition (with Ann Cunliffe), and The Three Faces of Leadership: Manager, Artist, Priest (with Monika Kostera and Andrzej Kozminski). Her articles on corporate branding, organizational culture, and organizational identity appear in Harvard Business Review, California Management Review, European Journal of Marketing, Journal of Brand Management, Human Relations, Academy of Management Review, Administrative Science Quarterly, and Organization Studies. Contact Hatch at [e-mail].

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