IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-00717-1_1.html
   My bibliography  Save this book chapter

Brand-Driven Leadership for Change Management in Retailing

In: European Retail Research

Author

Listed:
  • Günther Botschen

    (University of Innsbruck)

  • Ian Combe

    (Aston University)

  • Eva Thelen

    (University of Innsbruck)

Abstract

Change management theorists largely overlook using the brand as a vehicle for change. Similarly, while branding has become an increasingly popular research and business topic, the branding literature appears to neglect change management. Our research bridges this gap through the development of brand identity as the main driver of organizational renewal. In the article we provide insights into brand-driven leadership for change which have been developed by collaborative action research with CEOs and owners of retail firms over a twenty year period. In contrast to the usual planning of change attempting to fit the firm to external trends and considering internal resources our brand-driven approach is based on resonance with consumers by the use of external socio-cultural meanings in society. We highlight phases in the development of brand identity by reference to a prototypical retail case study and present a framework to help managers with brand-driven leadership for change.

Suggested Citation

  • Günther Botschen & Ian Combe & Eva Thelen, 2013. "Brand-Driven Leadership for Change Management in Retailing," Springer Books, in: Hanna Schramm-Klein (ed.), European Retail Research, edition 127, pages 1-18, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-00717-1_1
    DOI: 10.1007/978-3-658-00717-1_1
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-00717-1_1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.