An Exploratory Study on the Impact of Organizational Learning on Corporate Branding

By Hasan Gilani and Uzma Waqar.

Published by Knowledge Management: An International Journal

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Article: Print $US10.00
Article: Electronic $US5.00

This research brings together the concepts of corporate branding and organizational learning in order to develop the competitive advantage of an organization. Corporate brand management has increasingly been seen as a strategic key issue from the point of view of shareholders / owners, top management and other stakeholders. This is due to the fact that in the ever increasingly turbulent, dynamic and competitive markets, corporate brands are ways of creating trust, stability, and differentiation in the market. Organizational learning prioritizes the creation and acquisition of new knowledge, and emphasizes the role of people in the creation and utilization of that knowledge. In this way, organizational learning presents an important route to performance, success and competitive advantage for the organizations. The strategic marketing literature reflects a growing interest in the role of competitive environment on a firm’s marketing strategy and performance. Drawing on organizational learning theory and strategic choice theory, it is argued that a firm’s strategic adaptation occurs through managerial perceptions of its corporate identity, which then contributes towards its corporate branding. The focus of this research paper is on exploring the impact of organizational learning on corporate branding of the firm. While the importance of these issues has been widely accepted, to date the linkages between organizational culture, learning, corporate branding and corporate identity have scarcely been examined together in the literature, particularly from an empirical perspective. There is some evidence that organizational learning is associated with employee commitment to enhance the corporate brands, but only a few studies have focused on the effect of culture and learning on corporate identity and corporate branding. This research paper explores the relationship between the two broad concepts, with empirical research on data collected from 5 retail organizations within the UK market.

Keywords: Organizational Learning, Corporate Branding, Employee Commitment, Internal Branding, Corporate Identity

Knowledge Management: An International Journal, Volume 12, Issue 3, pp.47-66. Article: Print (Spiral Bound). Article: Electronic (PDF File; 510.117KB).

Hasan Gilani

Glyndwr University, UK

Hasan has research interests in the broad field of corporate branding and narrowing it down to corporate identity, corporate communication, employee branding and corporate image management. He has had a deep insight into the corporate world of business strategy and brand management from his professional experience in organizations like Pepsi Cola, Marks and Spencer, and Debenhams. He has been extensively involved in the corporate brand management of retail giants like Sainsbury’s, Aldi, Debenhams, Marks and Spencer, and John Lewis, and has had a detailed analysis of the brand management strategies of these organizations. This paves way for his research interests in the areas of brand management, retailing, corporate strategy and consumer behavior. Hasan has been affiliated with many academic institutions of the UK, namely, Warwick Business School, Coventry University, the Chartered Institute of Purchase and Supply, and the Chartered Institute of Marketing , British Institute of Technology and E-commerce, University of Derby, Manchester Business School Worldwide, University of Ulster, University of Sunderland, and Glyndwr University, where he is working in the different capacities of Programme Leader, Course Leader, Module Leader and Senior Lecturer.

Uzma Waqar

Academic scholar, Business School, British Institute of Technology and E-commerce, UK

Academic scholar at the British Institute of Technology and E-commerce, UK