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Uncovering the corporate brand's core values

Urde, Mats LU (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:
author
organization
publishing date
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
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
2011-02-09 08:52:06
date last changed
2017-12-10 04:04:36
@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},
  keyword      = {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},
  volume       = {47},
  year         = {2009},
}