Brand-driven leadership for change management in retailing

Botschen, Günther, Combe, Ian and Thelen, Eva (2013). Brand-driven leadership for change management in retailing. IN: European retail research. Schramm-Klein, Hanna (ed.) Springer.


Change management theorists largely overlook using the brand as a vehicle for change. Similarly, while branding has become an increasingly popular research and business topic, the branding literature appears to neglect change management. Our research bridges this gap through the development of brand identity as the main driver of organizational renewal. In the article we provide insights into brand-driven leadership for change which have been develope by collaborative action research with CEOs and owners of retail firms over a twenty year period. In contrast to the usual planning of change attempting to fit the firm to external trends and considering internal resources our brand-driven approach is based on resonance with consumers by the use of external socio-cultural meanings in society. We highlight phases in the development of brand identity by reference to a prototypical retail case study and presenta framework to help managers with brand-driven leadership for change.

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Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Uncontrolled Keywords: aesthetic differentiation,brand identity,brand-driven renewal,change leadership,socio-cultural meanings,Economics, Econometrics and Finance(all),Business, Management and Accounting(all)
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Published Date: 2013-03-29
Authors: Botschen, Günther
Combe, Ian
Thelen, Eva


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