The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding
Date of the Seminar: 2nd of June 2023
Course: BUSN39 Degree Project in Global Marketing
Authors: Henriette Grønlund Christensen and Julie Melchior Eide
Supervisor: Veronika Tarnovskaya
Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands
Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability... (More) - Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding
Date of the Seminar: 2nd of June 2023
Course: BUSN39 Degree Project in Global Marketing
Authors: Henriette Grønlund Christensen and Julie Melchior Eide
Supervisor: Veronika Tarnovskaya
Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands
Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand.
Methodology: The thesis has been conducted with an abductive approach using a qualitative method looking at one single case study. The data has been gathered by conducting five semi-structured interviews, including a brand manager and a sustainability manager, and three non-management employees working within the case company.
Theoretical perspective: This thesis introduces key concepts and theories related to the themes of sustainability, corporate rebranding and managerial practices. Hereby, presenting the model of corporate rebranding (Miller & Merrilees et al. 2008; Miller et al. 2014), the corporate rebranding buy-in model (Joseph et al. 2021) and key sustainability considerations by Stuart (2011; 2013).
Findings/conclusion: To accommodate the thesis’s purpose, a conceptual framework was developed, including three phases and 12 managerial practices. This framework provides a comprehensive understanding of how a sustainable corporate brand is implemented through rebranding.
Practical Implications: The practical implications of the thesis are targeted towards managers with employee-responsibility. This thesis contributes as a valuable tool for managers for them to effectively implement sustainability, as it combines sustainability and rebranding through a process approach, which has not yet been seen in existing literature. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9129329
- author
- Melchior Eide, Julie LU and Christensen, Henriette Grønlund LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands
- language
- English
- id
- 9129329
- date added to LUP
- 2023-06-29 09:15:10
- date last changed
- 2023-06-29 09:15:10
@misc{9129329,
abstract = {{Title: The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by Management of a Retail Organization Through Rebranding
Date of the Seminar: 2nd of June 2023
Course: BUSN39 Degree Project in Global Marketing
Authors: Henriette Grønlund Christensen and Julie Melchior Eide
Supervisor: Veronika Tarnovskaya
Keywords: Sustainability, corporate branding, corporate rebranding, internal corporate rebranding, strategy as practise, sustainable corporate brands
Purpose: The purpose of this thesis is to understand how a sustainable corporate brand is implemented by management of a retail organization through rebranding. Therefore, the thesis relates corporate rebranding to sustainability with the aim to understand the process from going from a corporate brand to a sustainable corporate brand.
Methodology: The thesis has been conducted with an abductive approach using a qualitative method looking at one single case study. The data has been gathered by conducting five semi-structured interviews, including a brand manager and a sustainability manager, and three non-management employees working within the case company.
Theoretical perspective: This thesis introduces key concepts and theories related to the themes of sustainability, corporate rebranding and managerial practices. Hereby, presenting the model of corporate rebranding (Miller & Merrilees et al. 2008; Miller et al. 2014), the corporate rebranding buy-in model (Joseph et al. 2021) and key sustainability considerations by Stuart (2011; 2013).
Findings/conclusion: To accommodate the thesis’s purpose, a conceptual framework was developed, including three phases and 12 managerial practices. This framework provides a comprehensive understanding of how a sustainable corporate brand is implemented through rebranding.
Practical Implications: The practical implications of the thesis are targeted towards managers with employee-responsibility. This thesis contributes as a valuable tool for managers for them to effectively implement sustainability, as it combines sustainability and rebranding through a process approach, which has not yet been seen in existing literature.}},
author = {{Melchior Eide, Julie and Christensen, Henriette Grønlund}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Implementation of a Sustainable Corporate Brand: How to Implement a Sustainable Corporate Brand by the Management of a Retail Organization Through Rebranding}},
year = {{2023}},
}