Purpose – This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands? Should the focus be on the organizational or the individual level? Must...

Offering a critical analysis of change, Patrick Dawson resists the hype of popular management books which formulate simple change recipes, but uses the views and experience of people holding positions from shop floor operator to chief executive officer to further our understanding of complex...