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Lost in translation - The Multinational Corporation’s Corporate Branding Struggle

Fredriksson, Erika LU and Annvik, Jennifer (2015) FEKN90 20151
Department of Business Administration
Abstract
Purpose
The purpose of this thesis is to investigate what impact a multinational corporation’s diverse national cultures has on the corporate branding process, in order to further develop practices and theories pertaining to the management of corporate brands.

Methodology
A qualitative approach with an explorative nature, applied to a single case study with embedded units using pattern matching in the analysis of secondary data, and cross-case synthesis in the analysis of primary data.

Theoretical Perspective
The literature used has foundation in marketing theory pertaining to corporate branding and corporate brand management. These theories are complemented by organizational theory pertaining to human resource... (More)
Purpose
The purpose of this thesis is to investigate what impact a multinational corporation’s diverse national cultures has on the corporate branding process, in order to further develop practices and theories pertaining to the management of corporate brands.

Methodology
A qualitative approach with an explorative nature, applied to a single case study with embedded units using pattern matching in the analysis of secondary data, and cross-case synthesis in the analysis of primary data.

Theoretical Perspective
The literature used has foundation in marketing theory pertaining to corporate branding and corporate brand management. These theories are complemented by organizational theory pertaining to human resource management and theory on national cultural characteristics.

Empirical Data
The empirical data consists of a pilot study put together from empirical observation, internal documents which were used as secondary data as well as transcribed semi-structured interviews.

Conclusions
The alignment of a corporate brand identity is crucial in implementing a consistent corporate brand throughout a MNC. Corporate brand identity alignment may be facilitated by examining the national cultural tendencies of the corporate brand. (Less)
Please use this url to cite or link to this publication:
author
Fredriksson, Erika LU and Annvik, Jennifer
supervisor
organization
course
FEKN90 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate Brand, Multinational Corporation, National Culture, Intrum Justitia and The Corporate Brand Identity Matrix
language
English
id
7373867
date added to LUP
2015-06-22 16:03:35
date last changed
2015-06-22 16:03:35
@misc{7373867,
  abstract     = {Purpose		
The purpose of this thesis is to investigate what impact a multinational corporation’s diverse national cultures has on the corporate branding process, in order to further develop practices and theories pertaining to the management of corporate brands. 
	
Methodology		
A qualitative approach with an explorative nature, applied to a single case study with embedded units using pattern matching in the analysis of secondary data, and cross-case synthesis in the analysis of primary data. 
 	
Theoretical Perspective		
The literature used has foundation in marketing theory pertaining to corporate branding and corporate brand management. These theories are complemented by organizational theory pertaining to human resource management and theory on national cultural characteristics.
	
Empirical Data		
The empirical data consists of a pilot study put together from empirical observation, internal documents which were used as secondary data as well as transcribed semi-structured interviews. 
	
Conclusions		
The alignment of a corporate brand identity is crucial in implementing a consistent corporate brand throughout a MNC. Corporate brand identity alignment may be facilitated by examining the national cultural tendencies of the corporate brand.},
  author       = {Fredriksson, Erika and Annvik, Jennifer},
  keyword      = {Corporate Brand,Multinational Corporation,National Culture,Intrum Justitia and The Corporate Brand Identity Matrix},
  language     = {eng},
  note         = {Student Paper},
  title        = {Lost in translation - The Multinational Corporation’s Corporate Branding Struggle},
  year         = {2015},
}