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Corporate Identity: The Power and the Paradox

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AUTHOR(S):

John M. T. Balmer, Business Faculty, University of Strathclyde

 

In the real world, the emphasis on corporate identity as a factor in business success is expanding significantly. Academic interest in the subject, however, remains modest. This leaves a gap that, in John Balmer’s analysis, creates misunderstandings about

 

PUBLISHED: 1995

 

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