Contributor biographical information for Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz.


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Mary Jo Hatch is professor emerita at the University of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark.
Majken Schultz is professor at the Copenhagen Business School.
Hatch and Schultz co-founded the Corporate Brand Initiative, which is funded by the LEGO Group and sponsored jointly by Nissan, Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefónica, and ING.


Library of Congress subject headings for this publication:
Corporate image.
Corporate culture.
Branding (Marketing)