Summary The paper introduces a marketing-as-practice-approach to the domain of corporate brand management and presents findings from an empirical study that illustrates this approach in the context of a large transnational corporation. Conceptualizing corporate branding as something that occurs...

Purpose The purpose of this paper is to shed new light on carrying out “at-home” ethnography by building and extending the notion of roles as boundary objects, and to elucidate how evolving roles mediate professional identity work of the ethnographer. Design/methodology/approach In order to...