Branding through renaming for strategic alignment in service organisations (2012)
Thesis
Williams, R. L. Branding through renaming for strategic alignment in service organisations. (Thesis). Edinburgh Napier University. http://researchrepository.napier.ac.uk/id/eprint/6657

The overall goal of this study was to develop a theoretically based and empirically grounded process framework to understand radical organisational renaming within service industries, particularly Higher Education Institutions (HEIs). The specific re... Read More about Branding through renaming for strategic alignment in service organisations.