Surfacing Executives Interpretations of Self and the Roles of Co-Workers in Enacting Front and Back Stage Strategies^☆

Abstract

Synopsis

This chapter examines the topic of internal branding from an organizational/behavioral science perspective, theoretically and empirically investigating how organizational members actually enact corporate brands. A mixed method research procedure serves to surface conscious (i.e., deliberate) and unconscious (i.e., tacit) internal brand meaning enactments in an internationally operating Austrian corporate business-to-business brand. The results are evidence of the potential complexity of real-life internal branding processes that limit the possibility of achieving a cohesive intended internal implementation of corporate brands. The chapter concludes with the managerial implication that purposeful managerial interventions necessitate an understanding of the social system that is the target of an internal branding initiative.

Citation

(2016), "Surfacing Executives Interpretations of Self and the Roles of Co-Workers in Enacting Front and Back Stage Strategies^☆", Woodside, A.G. (Ed.) Case Study Research, Emerald Group Publishing Limited, Leeds, pp. 157-188. https://doi.org/10.1108/978-1-78560-461-420152021