A 2-year study of Carlsberg Group as it develops and implements a new corporate branding strategy in the context of both the recent acquisition of several major beer brands and existing subsidiaries. We intend to focus particular attention on the dynamics of organizational identity in relation to corporate history, subcultural dynamics, and management practice. On the basis of this study we will develop theory that links organizational identity to corporate brand and organizational subculture.

Department of Organization
Copenhagen Business School
Kilen, Kilevej 14A, K4.98
DK-2000 Frederiksberg