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Esben Karmark

Esben Karmark
Associate professor , ph.d.
Esben Karmark

Department of Intercultural Communication and Management

Porcelænshaven 18A
DK-2000 Frederiksberg
Tel.: 3815 3101
Fax:3815 3840
E-mail: ek.ikl@cbs.dk



Link to this homepage: uk.cbs.dk/staff/ek

Affiliated with Brandstudies

Corporate Branding, Brand Retail, Identity in Organizations, particularly the role of organziational culture and subcultures in identity formation and expression

Primary research areas

  • Organizational and corporate identity
  • Corporate branding
  • Corporate communications
  • Organizational communication
  • Organizational culture


Selected publications

  1. Karmak, Esben, 'Mediating a Global Brand - Effects on LEGO Group's Corporate Brand of Establishing a Media Company'. In: Lilie Chouliararki & Mette Morsing (eds.) (forthcoming in 2009) Media, Organization, Identity (London: Palgrave)
  2. Beckmann, Suzanne C., Csaba, Fabian and Karmark, Esben (forthcoming in 2009), Pure Luxury? The Rebranding of Georg Jensen, Teaching Case (A) European Case Clearing House
  3. Karmark, Esben, ‘More LEGO than LEGO” – The LEGO Corporate Brand and the LEGO Media subculture’ – a case-example in: Mary Jo Hatch and Majken Schultz (2008) Taking Brand Initiative: How Companies Can Align Strategy, Culture and Identity through Corporate Branding (San Francisco: Jossey-Bass)
  4. Gjøls-Andersen, Pernille and Karmark, Esben, ‘Corporate Brand Stretch: Brand Extension in a Corporate Branding Perspective’. In: Majken Schultz, Yun Mi Antorini, and Fabian Csaba (eds) (2005), Corporate Branding Purpose/People/Process (Copenhagen: CBS Press), pp. 150-179
  5. Karmark, Esben, ‘Living the Brand’. In: Majken Schultz, Yun Mi Antorini, and Fabian Csaba (eds) (2005), Corporate Branding Purpose/People/Process (Copenhagen: CBS Press), pp. 103-124
  6. Karmark, Esben, ‘Organizational Identity in a dualistic subculture: A case study of organizational identity formation in Lego Media’. PhD Thesis (2002) (Copenhagen: Samfundslitteratur)
  7. Karmark, Esben & Holden, Nigel. “LEGO- Transferring Identity Knowledge” in: Holden, N.J. (2001). Cross-Cultural Management: A Knowledge Management Perspective. London: Financial Times/Prentice Hall
  8. Karmark, Esben & Gjoels-Andersen, Pernille.”Leg Godt- lad det blive ved det og få medarbejderne med” (2004): Børsen Nov. 17th.
  9. Karmark, Esben, ‘Beyond Product Branding – How Corporate Branding Builds Sustainable Brand Equity’. In: Globes (premier Israeli business magazine) Special Issue on Brands, Aug. 5th 2007


Last updated by Esben Karmark 03/05/2010