The Corporate Brand Identity in a Hybrid Workplace Model
(2021) BUSN39 20211Department of Business Administration
- Abstract (Swedish)
- Thesis purpose: The purpose of our research is to examine the intersection of organisational change and the corporate brand identity in the hybrid workplace model. We explore the implications of the model on the corporate brand identity, how brand identity may be shaped in the model and the reasons why identity may change during the hybrid workplace model transformation.
Theoretical perspective: The study applies a theoretical framework that combines corporate brand identity and organisational change theory to address the research questions.
Methodology: A qualitative multiple case study was conducted with three Australian companies who have implemented a hybrid workplace model. The thesis follows a constructionist epistemology and... (More) - Thesis purpose: The purpose of our research is to examine the intersection of organisational change and the corporate brand identity in the hybrid workplace model. We explore the implications of the model on the corporate brand identity, how brand identity may be shaped in the model and the reasons why identity may change during the hybrid workplace model transformation.
Theoretical perspective: The study applies a theoretical framework that combines corporate brand identity and organisational change theory to address the research questions.
Methodology: A qualitative multiple case study was conducted with three Australian companies who have implemented a hybrid workplace model. The thesis follows a constructionist epistemology and an abductive reasoning approach.
Empirical Material: Thirteen semi-structured interviews were conducted with a range of employees. Interview transcripts were subject to a content analysis and provided the basis for our findings and analysis.
Theoretical Findings: The hybrid model transformation is linked to the corporate brand identity to varying degrees. Moreover, changes within the corporate brand identity occur across organisations which influence the level of change adopted by the organisation. Finally, the corporate brand identity is used as a tool to guide organisations through the hybrid transformation. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9054434
- author
- Borg, Cornelia LU and O'Sullivan, Caoimhe LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Corporate Brand Identity, Hybrid Workplace Model, Organisational Change, Corporate Brand Management, COVID-19, Telework
- language
- English
- id
- 9054434
- date added to LUP
- 2021-06-29 14:18:57
- date last changed
- 2021-06-29 14:18:57
@misc{9054434,
abstract = {{Thesis purpose: The purpose of our research is to examine the intersection of organisational change and the corporate brand identity in the hybrid workplace model. We explore the implications of the model on the corporate brand identity, how brand identity may be shaped in the model and the reasons why identity may change during the hybrid workplace model transformation.
Theoretical perspective: The study applies a theoretical framework that combines corporate brand identity and organisational change theory to address the research questions.
Methodology: A qualitative multiple case study was conducted with three Australian companies who have implemented a hybrid workplace model. The thesis follows a constructionist epistemology and an abductive reasoning approach.
Empirical Material: Thirteen semi-structured interviews were conducted with a range of employees. Interview transcripts were subject to a content analysis and provided the basis for our findings and analysis.
Theoretical Findings: The hybrid model transformation is linked to the corporate brand identity to varying degrees. Moreover, changes within the corporate brand identity occur across organisations which influence the level of change adopted by the organisation. Finally, the corporate brand identity is used as a tool to guide organisations through the hybrid transformation.}},
author = {{Borg, Cornelia and O'Sullivan, Caoimhe}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Corporate Brand Identity in a Hybrid Workplace Model}},
year = {{2021}},
}