Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding

Journal of Brand Management (2009) 16, 496–498. doi:10.1057/bm.2008.37

Mary Jo Hatch and Majken Schultz

Jossey-Bass/Wiley, San Francisco, USA, 2008; 266pp; £15.99; hardback;
ISBN 978-0-7879-9830-1

Keith Dinnie¹

Palgrave Macmillan Journals

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