عنوان انگلیسی مقاله:
Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock
ترجمه فارسی عنوان مقاله:
هویت تجاری سازمانی سازنده در بازارهای صنعتی: مورد تولید کننده پروتز آلمانی Ottobock
Sciencedirect - Elsevier - Journal of Business Research, 114 (2020) 240-253: doi:10:1016/j:jbusres:2020:04:026
The assumption that corporate brand identity is an internal creation is increasingly challenged by recently published research, which discusses identity as an ongoing social process of co-creation. The majority of the resulting insights relate to business-to-consumer brands and the relevance of brand identity co-creation to business-to-business branding remains largely undiscovered, even though the notions of interrelation between company and stakeholders are more intense in industrial settings. The purpose of the paper is to understand how a company and its corporate culture, behaviour, brand management and communication approach have to change over time to allow for corporate brand identity co-creation. This paper explores the individual case of a world- leading German prosthetic-technology company. Analysing the branding process over the period 1988 to 2018, we identiﬁed four phases in the transformation of corporate brand identity from internally governed to a nested system of identities.
Keywords: Corporate brand identity co-creation | Performativity theory | Business-to-business branding | Case study