the researcher identifies a series
of `emergent management stages', and uses this empirical evidence to develop a new
`Six Conventions' framework for understanding the processes of nurturing and
managing a corporate brand. The study makes an explicit contribution to the field by
helping to `join up' many of the existing, disparate conceptual models. It makes a
further significant contribution by grounding the `Six Conventions' framework in rich
empirical data in a way that operationalizes the inherent management processes in a
new and more robust manner than previous studies.
These findings offer both new insight to academics