Organizational Branding within Creative SMEs

Shaun M. Powell

Chapter 6 in Contemporary Thoughts on Corporate Branding and Corporate Identity Management, 2008, pp 115-137 from Palgrave Macmillan

Abstract: Abstract Creative organizations mainly rely on their own employees and internal processes for enhancing creativity in their work, which in turn enhances their creative reputation and strengthens their organizational brand. This research uses an inductive approach based upon thematic network analysis to explore organizational creativity and identity. Its aim is to uncover their relationship with the brand, within a business-to-business context. It asks ‘what issues and complexities might be uncovered when taking a mainly internal, employee perspective to organizational creativity, identity and the brand?’.

Keywords: Organizational Identity; Creative Industry; Creative Employee; Corporate Identity; Corporate Brand (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58322-1_7

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DOI: 10.1057/9780230583221_7

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