ADVANCING IMC AS AN ORGANIZATIONAL PARADIGM AND CORPORATE BRANDING AS A GOVERNANCE MODEL: CO-CREATION AS THE WAY FORWARD

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Despite its widely recognized relevance in both management and marketing strategies to gain competitive advantage, the field of corporate brand studies suffers from a number of highly fragmented perspectives, that make it difficult to identify common strategic guidelines based on shared knowledge to discern the value of corporate branding (CB) and orient its practices. Our study acknowledges the CB complexity but is aimed at “clarifying and unravelling complexity” by depicting a possible unifying pan-organizational framework that can both make sense out of the different and heterogeneous perspectives on CB and serve as a diagnosis apparatus to support CB decision-making. This framework is aimed at solving tensions, enhancing the complementarities emerging from different viewpoints and promoting closer collaboration between academic scholars and practitioners to combine the holistic conceptual view of the former with the relevance and practicality of the latter, to the benefit of both. Based on our findings, we propose Integrated Marketing Communications (IMC) as a potential unifying framework capable of building shared knowledge on CB by harmonizing dialogue between academic and practitioners’ perspectives and encouraging co-construction of CB meanings and development trajectories, embracing a multi-stakeholder approach.
Original languageEnglish
Title of host publicationProceedings of the 2013 Conference on Corporate and Marketing Communications (CMC)
Pages1-2
Number of pages2
Publication statusPublished - 2013
Event2013 Annual Conference on Corporate and Marketing Communications (CMC) - Salerno
Duration: 11 Apr 201312 Apr 2013

Conference

Conference2013 Annual Conference on Corporate and Marketing Communications (CMC)
CitySalerno
Period11/4/1312/4/13

Keywords

  • IMC
  • co-creation
  • corporate branding

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