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

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

• Prof. (FH) Dr. habil. Christine Vallaster

Organizational Units

• Institute for Entrepreneurship
• Van Riemsdijk Chair in Entrepreneurship