Explores the interface between organisational marketing, creativity and identity in a B2B context

What is it about?

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.

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Why is it important?

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.