{"id":"https://openalex.org/W140831681","doi":null,"title":"Are the strategic stars aligned for your corporate brand?","display_name":"Are the strategic stars aligned for your corporate brand?","publication_year":2001,"publication_date":"2001-02-01","ids":{"openalex":"https://openalex.org/W140831681","mag":"140831681","pmid":"https://pubmed.ncbi.nlm.nih.gov/11213687"},"language":"en","primary_location":{"id":"pmid:11213687","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/11213687","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Harvard business review","raw_type":"Journal Article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["pubmed"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5110455826","display_name":"Mary Jo Hatch","orcid":"https://orcid.org/0000-0001-6886-9528","observed_orcids":["https://orcid.org/0000-0001-6886-9528"]},"institutions":[{"id":"https://openalex.org/I51556381","display_name":"University of Virginia","ror":"https://ror.org/0153tk833","country_code":"US","type":"education","lineage":["https://openalex.org/I51556381"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"M J Hatch","raw_affiliation_strings":["McIntire School of Commerce, University of Virginia, Charlottesville, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"McIntire School of Commerce, University of Virginia, Charlottesville, USA","institution_ids":["https://openalex.org/I51556381"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5014611658","display_name":"Majken Schultz","orcid":"https://orcid.org/0000-0003-0253-798X","observed_orcids":["https://orcid.org/0000-0003-0253-798X"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"M Schultz","raw_affiliation_strings":["Department of Organization"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Organization","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":28.3362,"has_fulltext":false,"cited_by_count":533,"citation_normalized_percentile":{"value":0.99325301,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":100},"biblio":{"volume":"79","issue":"2","first_page":"128","last_page":"34, 158"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.8428000211715698,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.8428000211715698,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13803","display_name":"Organizational Strategy and Culture","score":0.13429999351501465,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.018699999898672104,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/corporate-branding","display_name":"corporate branding","score":0.8759999871253967},{"id":"https://openalex.org/keywords/organizational-vision","display_name":"organizational vision","score":0.8889999985694885},{"id":"https://openalex.org/keywords/organizational-culture","display_name":"organizational culture","score":0.9620000123977661},{"id":"https://openalex.org/keywords/corporate-image","display_name":"corporate image","score":0.9800000190734863},{"id":"https://openalex.org/keywords/stakeholder-alignment","display_name":"stakeholder alignment","score":0.628000020980835},{"id":"https://openalex.org/keywords/employee-perceptions","display_name":"employee perceptions","score":0.6060000061988831},{"id":"https://openalex.org/keywords/corporate-identity","display_name":"corporate identity","score":0.4580000042915344}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5798730254173279},{"id":"https://openalex.org/C200288055","wikidata":"https://www.wikidata.org/wiki/Q2621792","display_name":"Element (criminal law)","level":2,"score":0.5740629434585571},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5661311745643616},{"id":"https://openalex.org/C177264268","wikidata":"https://www.wikidata.org/wiki/Q1514741","display_name":"Set (abstract data type)","level":2,"score":0.5601398944854736},{"id":"https://openalex.org/C67674302","wikidata":"https://www.wikidata.org/wiki/Q730573","display_name":"Organizational culture","level":2,"score":0.5483798980712891},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.5018248558044434},{"id":"https://openalex.org/C185874996","wikidata":"https://www.wikidata.org/wiki/Q269699","display_name":"Interdependence","level":2,"score":0.49515166878700256},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.4550325870513916},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.45415037870407104},{"id":"https://openalex.org/C28719098","wikidata":"https://www.wikidata.org/wiki/Q44946","display_name":"Point (geometry)","level":2,"score":0.4501058757305145},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.43717503547668457},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.4135095477104187},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.16751235723495483},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.1320955753326416},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.12051603198051453},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.10772830247879028},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[{"descriptor_ui":"D003132","descriptor_name":"Commerce","qualifier_ui":"Q000458","qualifier_name":"organization & administration","is_major_topic":true},{"descriptor_ui":"D008389","descriptor_name":"Marketing of Health Services","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D009937","descriptor_name":"Organizational Objectives","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D011357","descriptor_name":"Product Line Management","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D011641","descriptor_name":"Public Relations","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D014481","descriptor_name":"United States","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D015279","descriptor_name":"Organizational Culture","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true}],"locations_count":3,"locations":[{"id":"pmid:11213687","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/11213687","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Harvard business review","raw_type":"Journal Article"},{"id":"pmh:oai:research-api.cbs.dk:openaire_cris_publications/e22c3d20-c023-11db-9769-000ea68e967b","doi":null,"is_oa":false,"landing_page_url":"https://hdl.handle.net/10398/e22c3d20-c023-11db-9769-000ea68e967b","pdf_url":null,"source":{"id":"https://openalex.org/S4306401458","display_name":"CBS Research Portal (Copenhagen Business School)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I180519160","host_organization_name":"Copenhagen Business School","host_organization_lineage":["https://openalex.org/I180519160"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Hatch, M J & Schultz, M 2001, 'Are the Strategic Stars Aligned for Your Corporate Brand?', Harvard Business Review, vol. 79, no. 2, pp. 129-134.","raw_type":"info:eu-repo/semantics/article"},{"id":"mag:140831681","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/11213687","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"PubMed","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2017640419","https://openalex.org/W2149218668","https://openalex.org/W53547845","https://openalex.org/W2618444164","https://openalex.org/W1961269838","https://openalex.org/W2088294069","https://openalex.org/W4220970984","https://openalex.org/W2035868681","https://openalex.org/W3022433625","https://openalex.org/W1975216434"],"abstract_inverted_index":{"In":[0],"recent":[1],"years,":[2],"companies":[3],"have":[4],"increasingly":[5],"seen":[6],"the":[7,61,69,144,159,164,167,176,181,193],"benefits":[8,194],"of":[9,100,107,123,161,166,173,195,208],"creating":[10],"a":[11,29,52,78,88,105,137,184,196,206,220,230],"corporate":[12,54,89,115,197,221],"brand.":[13],"Rather":[14],"than":[15],"spend":[16],"marketing":[17,202],"dollars":[18],"on":[19],"branding":[20],"individual":[21],"products,":[22],"giants":[23],"like":[24],"Disney":[25],"and":[26,58,67,118,130,153,163,204],"Microsoft":[27],"promote":[28],"single":[30],"umbrella":[31],"image":[32],"that":[33,139,186],"casts":[34],"one":[35],"glow":[36],"over":[37],"all":[38],"their":[39,95],"products.":[40],"A":[41],"company":[42,182],"must":[43,92],"align":[44],"three":[45],"interdependent":[46],"elements--call":[47],"them":[48],"strategic":[49,96],"stars--to":[50],"create":[51],"strong":[53],"brand:":[55],"vision,":[56,116],"culture,":[57,117],"image.":[59,119],"Aligning":[60],"stars":[62,97],"takes":[63],"concentrated":[64],"managerial":[65],"skill":[66],"will,":[68],"authors":[70,103,191],"say,":[71],"because":[72],"each":[73],"element":[74],"is":[75,140],"driven":[76],"by":[77],"different":[79],"constituency:":[80],"management,":[81],"employees,":[82],"or":[83,239],"stakeholders.":[84],"To":[85],"effectively":[86],"build":[87],"brand,":[90,198],"executives":[91],"identify":[93],"where":[94],"fall":[98],"out":[99],"line.":[101],"The":[102,120,148,170,190],"offer":[104],"series":[106],"diagnostic":[108],"questions":[109,124,174],"designed":[110],"to":[111,146,216],"reveal":[112],"misalignments":[113],"in":[114,183,218],"first":[121],"set":[122,150,172],"looks":[125],"for":[126,132,143],"gaps":[127,157],"between":[128,158],"vision":[129,138],"culture;":[131],"example,":[133],"when":[134],"management":[135,179],"establishes":[136],"too":[141],"ambitious":[142],"organization":[145],"implement.":[147],"second":[149],"addresses":[151],"culture":[152],"image,":[154],"uncovering":[155],"possible":[156],"attitudes":[160],"employees":[162],"perceptions":[165],"outside":[168],"world.":[169],"last":[171],"explores":[175],"vision-image":[177],"gap--is":[178],"taking":[180],"direction":[185],"its":[187],"stake-holders":[188],"support?":[189],"discuss":[192],"such":[199],"as":[200],"reducing":[201],"costs":[203],"building":[205],"sense":[207],"community":[209],"among":[210],"customers.":[211],"But":[212],"they":[213],"also":[214],"point":[215],"cases":[217],"which":[219],"brand":[222],"doesn't":[223],"make":[224],"sense--for":[225],"instance,":[226],"if":[227,233,240],"you":[228,241],"are":[229,242],"product":[231],"incubator,":[232],"you've":[234],"recently":[235],"experienced":[236],"M&A":[237],"activity,":[238],"expecting":[243],"fallout":[244],"from":[245],"risky":[246],"ventures.":[247]},"counts_by_year":[{"year":2025,"cited_by_count":5},{"year":2024,"cited_by_count":12},{"year":2023,"cited_by_count":16},{"year":2022,"cited_by_count":8},{"year":2021,"cited_by_count":19},{"year":2020,"cited_by_count":23},{"year":2019,"cited_by_count":27},{"year":2018,"cited_by_count":22},{"year":2017,"cited_by_count":27},{"year":2016,"cited_by_count":28},{"year":2015,"cited_by_count":31},{"year":2014,"cited_by_count":43},{"year":2013,"cited_by_count":40},{"year":2012,"cited_by_count":28}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}
