Uncovering the corporate brand's core values
(2009) 10th Symposium of the International-Corporate-Identity-Group In Management Decision 47(4). p.616-638- Abstract
- Purpose - This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record. Design/methodology/approach - The paper examines the specific track records of Volvo, IKEA, IBM, and Scanpump, focusing on core values and how they evolve. Based on multiple sources of evidence, the track records of the case companies emerge as patterns of values that are: perceived externally by customers and non-customer stakeholders; and rooted internally within an organisation. Findings - Four categories of core values emerge, termed true, aspirational, potential, and hollow. Originality/value - The Core Value Grid is proposed as a managerially useful model on "how to build true values... (More)
- Purpose - This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record. Design/methodology/approach - The paper examines the specific track records of Volvo, IKEA, IBM, and Scanpump, focusing on core values and how they evolve. Based on multiple sources of evidence, the track records of the case companies emerge as patterns of values that are: perceived externally by customers and non-customer stakeholders; and rooted internally within an organisation. Findings - Four categories of core values emerge, termed true, aspirational, potential, and hollow. Originality/value - The Core Value Grid is proposed as a managerially useful model on "how to build true values and avoid hollow values". In principle, a corporate brand cannot be stronger externally than it is internally. Rooted core values with track records supporting a brand promise represent the essence of a corporate brand, guiding internal and external corporate brand building and management. The foundation of a corporate brand risks being undermined by hollow core values and empty promises. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/1785092
- author
- Urde, Mats LU
- organization
- publishing date
- 2009
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Corporate branding, Companies, Resources
- in
- Management Decision
- volume
- 47
- issue
- 4
- pages
- 616 - 638
- publisher
- Emerald Group Publishing Limited
- conference name
- 10th Symposium of the International-Corporate-Identity-Group
- conference dates
- 0001-01-02
- external identifiers
-
- scopus:68549097876
- wos:000267188800006
- ISSN
- 0025-1747
- DOI
- 10.1108/00251740910959459
- language
- English
- LU publication?
- yes
- id
- 02cfab4b-e29e-4b03-a2b8-0fcc0c3888eb (old id 1785092)
- date added to LUP
- 2016-04-01 13:26:14
- date last changed
- 2022-03-21 18:35:08
@article{02cfab4b-e29e-4b03-a2b8-0fcc0c3888eb,
abstract = {{Purpose - This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record. Design/methodology/approach - The paper examines the specific track records of Volvo, IKEA, IBM, and Scanpump, focusing on core values and how they evolve. Based on multiple sources of evidence, the track records of the case companies emerge as patterns of values that are: perceived externally by customers and non-customer stakeholders; and rooted internally within an organisation. Findings - Four categories of core values emerge, termed true, aspirational, potential, and hollow. Originality/value - The Core Value Grid is proposed as a managerially useful model on "how to build true values and avoid hollow values". In principle, a corporate brand cannot be stronger externally than it is internally. Rooted core values with track records supporting a brand promise represent the essence of a corporate brand, guiding internal and external corporate brand building and management. The foundation of a corporate brand risks being undermined by hollow core values and empty promises.}},
author = {{Urde, Mats}},
issn = {{0025-1747}},
keywords = {{Corporate branding; Companies; Resources}},
language = {{eng}},
number = {{4}},
pages = {{616--638}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Management Decision}},
title = {{Uncovering the corporate brand's core values}},
url = {{http://dx.doi.org/10.1108/00251740910959459}},
doi = {{10.1108/00251740910959459}},
volume = {{47}},
year = {{2009}},
}