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  • All HBS Web  (13)
    • Faculty Publications  (2)

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    • All HBS Web  (13)
      • Faculty Publications  (2)

      Brand Stewardship Remove Brand Stewardship →

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      • 2015
      • Article

      The Nobel Prize: The Identity of a Corporate Heritage Brand

      By: Mats Urde and Stephen A. Greyser
      Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
      Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate...  View Details
      Keywords: Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; Brands and Branding
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      Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: The Identity of a Corporate Heritage Brand." Journal of Product & Brand Management 24, no. 4 (2015): 318–332.
      • 2014
      • Working Paper

      The Nobel Prize: A 'Heritage-based' Brand-oriented Network

      By: Mats Urde and Stephen A. Greyser
      Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

      Methodology — The Nobel Prize serves as an in-depth case study and is analysed within...  View Details
      Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
      Citation
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      Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
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