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

ISBN: 978-0-7879-9830-1
Hardcover
288 pages
March 2008, Jossey-Bass
List Price: US $34.95
Government Price: US $17.82
Enter Quantity:   Buy
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (0787998303) cover image

Mary Jo Hatch is professor emerita at the University of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark.

Majken Schultz is professor at the Copenhagen Business School.

Hatch and Schultz co-founded the Corporate Brand Initiative, which is funded by the LEGO Group and sponsored jointly by Nissan, Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefónica, and ING.

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Mary Jo Hatch, Monika Kostera, Andrzej K. Kozminski
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