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Harriet Fagerholm


R&D-reports 2/2007
ISBN 978-952-5685-05-3 (nid) · ISBN 978-952-5685-37-4 (pdf) · 130p.

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. The 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? The 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. The 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. Harriet Fagerholm is a Senior Lecturer at Haaga-Helia University of Applied Sciences. Her teaching competence and research interest are in corporate branding, internal branding and problem-based learning (PBL).

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