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 journal › Article › Scientific › peer-review

42 Citations (Scopus)

Original language	English
Peer-reviewed scientific journal	Consumption, Markets and Culture
Volume	17
Issue number	6
Pages (from-to)	522-552
Number of pages	31
ISSN	1025-3866
DOIs	https://doi.org/10.1080/10253866.2013.876347
Publication status	Published - 2014
MoE publication type	A1 Journal article - refereed

Keywords

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

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author = "Jaakko Aspara and Aula Hanna-Mari and Janne Tienari and Henrikki Tikkanen",

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AU - Aspara, Jaakko

AU - Hanna-Mari, Aula

AU - Tienari, Janne

AU - Tikkanen, Henrikki

PY - 2014

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KW - Marketing Logics and Strategizing

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