Struggles in organizational attempts to adopt new branding logics: The case of a marketizing university

Jaakko Aspara, Aula Hanna-Mari, Janne Tienari, Henrikki Tikkanen

Research output: Contribution to journalArticleScientificpeer-review

30 Citations (Scopus)
Original languageEnglish
Peer-reviewed scientific journalConsumption, Markets and Culture
Volume17
Issue number6
Pages (from-to)522-552
Number of pages31
ISSN1025-3866
DOIs
Publication statusPublished - 2014
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Marketing Logics and Strategizing

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