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Organisational Marketing, Identity and the Creative Brand

Journal Article


Abstract


  • Worldwide, the creative industries are growing faster than other economic sectors. Organisations within these industries are often knowledge based and, therefore, likely to rely on their own employees and internal processes for enhancing creativity in their work. This in turn enhances their creative reputation and strengthens their organisational brand. This research uses a detailed interpretative and inductive case study approach, based upon thematic network analysis, to empirically explore the interface between organisational marketing, creativity and identity. Its aim is to uncover their relationship with the creative brand, within a business-to-business context. The inductively generated themes presented within this paper uncover and explore some of the subtle and often inter-relating complexities involved when taking a mainly internal, employee perspective. It also highlights and draws attention to potential barriers to achieving a desired or effective creative brand.

UOW Authors


  •   Powell, Shaun (external author)

Publication Date


  • 2007

Citation


  • Powell, S. M. (2007). Organisational Marketing, Identity and the Creative Brand. Journal of Brand Management, 15 (1), 41-56.

Number Of Pages


  • 15

Start Page


  • 41

End Page


  • 56

Volume


  • 15

Issue


  • 1

Abstract


  • Worldwide, the creative industries are growing faster than other economic sectors. Organisations within these industries are often knowledge based and, therefore, likely to rely on their own employees and internal processes for enhancing creativity in their work. This in turn enhances their creative reputation and strengthens their organisational brand. This research uses a detailed interpretative and inductive case study approach, based upon thematic network analysis, to empirically explore the interface between organisational marketing, creativity and identity. Its aim is to uncover their relationship with the creative brand, within a business-to-business context. The inductively generated themes presented within this paper uncover and explore some of the subtle and often inter-relating complexities involved when taking a mainly internal, employee perspective. It also highlights and draws attention to potential barriers to achieving a desired or effective creative brand.

UOW Authors


  •   Powell, Shaun (external author)

Publication Date


  • 2007

Citation


  • Powell, S. M. (2007). Organisational Marketing, Identity and the Creative Brand. Journal of Brand Management, 15 (1), 41-56.

Number Of Pages


  • 15

Start Page


  • 41

End Page


  • 56

Volume


  • 15

Issue


  • 1