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Design Research - Critique - Article Example

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The article ‘Building a corporate brand: the internal brand building process in Swedish firms’ is written by three authors; Asa Wallstrom, Ted Karlsson, and Esmail Salehi-Sangari. In the article, the authors aim to uncover how corporate brands can be effectively developed by…
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Design Research - Article Critique
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Design Research - Critique

Download file to see previous pages... The authors employ purposive sampling to find and select illustrative cases of the firms that had initiated brand-building process. The authors also selected three Swedish firms with strong brand image making their results to be of note. The article also employed personal interviews as their main data collection which offers further credibility to their findings. Pre-testing of the data collection tools also offers strength to the findings and article (Aggarwal 2008, p.123). A weakness in the research article is that its study sample size of three firms appears limited and small.
The article’s findings are of use considering the fragmented literature available on brand building from an internal perspective. Further, this article can be of use to managers who are interested in developing strong brands by providing indicators to how a firm can respond to scandals, geographical expansion, and or brand repositioning.
The article’s findings are relevant to current practices in corporate branding. It further highlights emergent trends that should provide base for future research in regard to the implementation phase of corporate branding (Glynn & Woodside 2009, p.63). The article has a good structure as it provides an abstract first, then a literature review, followed by methodology, then the results and a conclusion. It makes it easy for the reader to follow and understand its contents.
In their article ‘innovation, growth, and getting to where you want to go’, Ryan Jacoby and Diego Rodriguez seek to give advice to their readers on how to thoughtfully structure the innovation process (Jacoby & Rodriguez 2007, p.10). They aim at presenting managers with a model that helps them to assess and direct innovation efforts. The authors provide evolved and refined tools that employ design thinking to assist their clients to shape their innovation efforts.
The strength of the article lies in its step by step approach towards design ...Download file to see next pagesRead More
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