{"product_id":"collaborative-branding","title":"Collaborative branding","description":"This book is about collaboration in internal branding as researched in the Multi-Client Project, a learning community of managers from four large Finnish companies, learning process facilitators and students from Haaga-Helia, and experts in leadership and branding. \u003cbr\u003e\u003cbr\u003eThe main research question is: How can collaborative learning (PBL) support internal branding? In addition, I wanted to find out: What conditions affect internal branding? What phases are there in internal branding and what kind of knowledge creation is needed in each phase? \u003cbr\u003e\u003cbr\u003eThe aim of this research is to create a learning model through which the corporate brand is internalized and created in the organization. The learning model aims at actively engaging the employees in branding. The aim for the organization is to increase commitment from employees, customers and other stakeholders to the brand. \u003cbr\u003e\u003cbr\u003eThe findings demonstrate that collaborative branding opens up a new perspective on branding. The forces affecting change in the network society indicate the need for adopting this new perspective on branding. This research provides a practical model for successful collaborative branding in organizations. The research increased the understanding of the complexity of branding by applying action research to studying related concepts such as corporate strategy, knowledge creation and leadership.","brand":"Haaga-Helia","offers":[{"title":"Default Title","offer_id":32443974975588,"sku":"9789525685053","price":58.95,"currency_code":"EUR","in_stock":true}],"url":"https:\/\/suomalainen-test.myshopify.com\/products\/collaborative-branding","provider":"Suomalainen Test","version":"1.0","type":"link"}