Recently The European Journal of Marketing announced that a co-authored article by Professor Hong-Wei He of Strathclyde University and our own Professor John M.T. Balmer, published in 2013, has been one of the most downloaded articles over the last year. Since its publication well over 1,100 downloads have taken place. This publication is the top European marketing journal and a unique forum for the dissemination of high-quality scholarly research and thinking in marketing.
The article examines corporate identity change within the British Building Society Industry. One distinctive feature of the article is its use of – and detailed description of – a grounded theory methodology. The research is taken from Professor He’s PhD thesis which was supervised by Professor Balmer whilst at Bradford University School of Management. Hong-Wei He won a competitive award to study with Professor Balmer on an area associated with corporate identity.
Details of the article are as follows: He, H-W and Balmer JMT (2013) ‘A Grounded Theory of the Corporate Identity and Corporate Strategy Dynamic: A Corporate Marketing Perspective’, European Journal of Marketing, Vol. 47 Iss: 3/4, pp.401 – 430.
Professor John M.T. Balmer BA (Hons). MBA (Dunelm), PhD, A.Mus.TCL, Dip.M, PGCE is Director of the Marketing Research Group and Professor of Corporate Marketing at Brunel Business School and quondam Professor of Corporate Brand/Identity Management at Bradford School of Management.