Welcome to the Research Project

Brand Culture and Corporate Culture

The interdisciplinary research project "Brand Culture and Corporate Culture" aims to explore brand cultures in the automotive industry. Furthermore, interdependencies between brand cultures and corporate cultures are in the focus of research activities.

Involved are the Carl von Ossietzky University Oldenburg, the Technical University Berlin, and the Volkswagen AutoUni in Wolfsburg (Germany).

Project Managers are Prof. Dr. Thorsten Raabe, Chair in Sales and Marketing, University Oldenburg, and PD Dr. Kai-Uwe Hellmann, Department of Sociology, TU Berlin.

The duration of the research project is three years. It started in May 2008.

The project is supported by Volkswagen AG.