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Corporate design: a tool for testing

Gorm Gabrielsen (Professor at Copenhagen Business School, Department of Management Science, Copenhagen, Denmark.)
Tore Kristensen (Copenhagen Business School, Copenhagen, Denmark.)
Flemming Hansen (Copenhagen Business School, Copenhagen, Denmark.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 June 2000


Affirms the great need for corporate designs, yet states that the tests most frequently used are certainly not comprehensive. The reasons for these “partial” tests are explored (focusing on incorrect assumptions, as well as research design and methodology). Concludes that data collection was not completed, and that the next steps are to complete the testing of the current designs.



Gabrielsen, G., Kristensen, T. and Hansen, F. (2000), "Corporate design: a tool for testing", Corporate Communications: An International Journal, Vol. 5 No. 2, pp. 113-118.




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