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Internal brand building in multicultural organisations: a roadmap towards action research

Christine Vallaster (Research Fellow based in Bonn, Germany and affiliated with IAE, Department of Marketing, Escuela de Universidad Austral, Buenos Aires, Argentina. E‐mail:

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 June 2004



In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding, literature widely lacks an understanding of how employees from different cultural backgrounds develop a shared brand understanding and how leaders can facilitate this process. This paper introduces a road map to action research: First, a justification as to why action research is considered an appropriate model to capture internal brand building processes is provided. Subsequently, the main steps that led to the development of the presented methodological framework are outlined by referring to results of pre‐tests or to already published material where appropriate.



Vallaster, C. (2004), "Internal brand building in multicultural organisations: a roadmap towards action research", Qualitative Market Research, Vol. 7 No. 2, pp. 100-113.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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