The Geneva Communications Network is proud to be associated with the following event organised by the Executive MScom Program (University of Lugano):
Professors Mary Jo Hatch and Majken Schultz began their research into corporate branding on a foundation of expertise in the areas of organizational culture and identity. They will take the position that there is no reason to reinvent the wheel and offer their
thoughts about how to leverage existing cultural knowledge about an organization to inform strategic change that resonates with corporate brand management. They will explore how managers and executives can most effectively interact with and influence
their organization’s cultures, how subcultures can undermine the cross-functional collaboration a corporate brand requires, and whether or not you want to engage stakeholders in your cultural change efforts. They will present their model of corporate
branding, featured in their new book Taking Brand Initiative: How Companies Can Align Strategy, Culture and Identity Through Corporate Branding, and work from this foundation to explain how to manage your corporate brand.
Title: Taking Brand Initiative: Aligning Strategy, Culture, and Identity
Speakers: Professor Majken Schultz,Copenhagen Business School, Denmark
Professor Mary Jo Hatch, University of Virginia, USA
Date and time: Monday, September 14, 2009, 18:00 hrs
Location: Merck Serono, Chemin des Mines 9, CH-1202 Geneva, Switzerland
Fee: 85 CHF including cocktail
