PhD defence: Jacob Holm Hansen

Is social integration necessary for corporate branding?

In order to obtain the PhD degree Jacob Holm Hansen has submitted his PhD thesis.

The thesis shows that when corporate branding succeeds, it is based on a necessary assumption of establishing mutual understanding among the organization's employees. Therefore, the strategic objectives of corporate branding can only be achieved if the company's strategic approach and brand is socially integrated in the company.

The thesis analyzes corporate branding through a communications perspective based on Jürgen Habermas' theory of communicative action and examine empirically how three corporate branding initiatives succeeded at Novo Nordisk.

Supervisors:

Professor Majken Schultz

Department of Organization

Professor Flemming Poulfelt

Department of Management, Politics and Philosophy

Assessment Committee:

Professor Anne-Marie Søderberg (Chair)

Department of Intercultural Communication and Management

Copenhagen Business School

Professor Emerita Mary Jo Hatch

McIntire School of Commerce

University of Virginia

Associate Professor Nicholas Ind

Oslo School of Management

Everyone is welcome to attend the defence, which will take place in English.

The defence will be followed by a reception in Porcelænshaven.