Services Branding: The Role of Leadership During the Internal Brand Building Process in Multicultural Organisations

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Reference

Vallaster, C., & de Chernatony, L. (2003). Services Branding: The Role of Leadership During the Internal Brand Building Process in Multicultural Organisations (Working Paper Series). Birmingham Business School.

Publication type

Working Paper

Persons

Organizational Units

  • Institute for Entrepreneurship
  • Van Riemsdijk Chair in Entrepreneurship