Mats Urde

Senior Lecturer, Associate professor
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  1. 2019
  2. What Does Your Corporate Brand Stand For?

    Greyser, S. A. & Mats Urde, 2019 Jan 1, In : Harvard Business Review. January February 2019, January February 2019, p. 82-89 8 p., January February Issue.

    Research output: Contribution to journalArticle

  3. 2018
  4. Teaching Note: The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

    Greyser, S. A. & Mats Urde, 2018 Dec 17, 20 p.

    Research output: Other contributionMiscellaneous

  5. The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

    Greyser, S. A. & Mats Urde, 2018 Dec 17, 10 p. Boston

    Research output: Other contributionMiscellaneous

  6. Teaching Note: The Reputation of the "World's Most Prestigious Award": The Nobel Prize

    Greyser, S. A. & Mats Urde, 2018 Sep 17, 14 p.

    Research output: Other contributionMiscellaneous

  7. The Reputation of the "World's Most Prestigious Award": The Nobel Prize

    Greyser, S. A. & Mats Urde, 2018 Sep 17, 18 p. Boston : Harvard Business Publishing.

    Research output: Other contributionMiscellaneous

  8. 2016
  9. The brand core and its management over time

    Mats Urde, 2016 Mar 21, In : Journal of Product & Brand Management. 25, 1, p. 26-42 17 p.

    Research output: Contribution to journalArticle

  10. The Corporate Brand Identity and Reputation Matrix - The case of the Nobel Prize

    Mats Urde & Greyser, S. A., 2016 Jan 1, In : Journal of Brand Management. 23, 1, p. 89-117 29 p.

    Research output: Contribution to journalArticle

  11. 2015
  12. The Nobel Prize: the identity of a corporate heritage brand

    Mats Urde & Greyser, S. A., 2015, In : Journal of Product & Brand Management. 24, 4, p. 318-332

    Research output: Contribution to journalArticle

  13. 2014
  14. Market and brand-oriented schools of positioning

    Mats Urde & Christian Koch, 2014, In : Journal of Product & Brand Management. 23, 7, p. 478-490

    Research output: Contribution to journalArticle

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

    Mats Urde & Greyser, S. A., 2014, Cambridge: Harvard Business Publishing, 51 p. (Harvard Business School working papers series; no. 15-010).

    Research output: Working paper

  16. 2013
  17. Corporate Brand Identity Matrix

    Mats Urde, 2013 Aug 15, In : Journal of Brand Management. 20, 9, p. 742-761 20 p.

    Research output: Contribution to journalArticle

  18. Brand orientation: Past, Present, and Future

    Baumgarth, C., Merrilees, B. & Mats Urde, 2013, In : Journal of Marketing Management. 29, 9-10, p. 973-980 7 p.

    Research output: Contribution to journalDebate/Note/Editorial

  19. Brand orientation and market orientation – From alternatives to synergy

    Mats Urde, Baumgarth, C. & Merrilees, B., 2013, In : Journal of Business Research. 66, 1, p. 13-20

    Research output: Contribution to journalArticle

  20. 2011
  21. Brand and market oriented positioning

    Mats Urde & Christian Koch, 2011, Tagungsband der internationalen Konfernz "Der Markentag 2011". Baumgarth, C. (ed.). Springer, p. 353-369

    Research output: Chapter in Book/Report/Conference proceedingPaper in conference proceeding

  22. 2009
  23. Uncovering the corporate brand's core values

    Mats Urde, 2009, In : Management Decision. 47, 4, p. 616-638

    Research output: Contribution to journalArticle

  24. 2007
  25. Corporate brands with a heritage

    Mats Urde, Greyser, S. A. & Balmer, J. M. T., 2007, In : Journal of Brand Management. 15, 1, p. 4-19

    Research output: Contribution to journalArticle

  26. 2006
  27. The Crown as a corporate brand: Insights from Monarchies

    Balmer, J. M. T., Greyser, S. A. & Mats Urde, 2006, In : Journal of Brand Management. 14, 1, p. 137-161

    Research output: Contribution to journalArticle

  28. The monarchy as a corporate brand - Some corporate communications dimensions

    Greyser, S. A., Balmer, J. M. T. & Mats Urde, 2006, In : European Journal of Marketing. 40, 7-8, p. 902-908

    Research output: Contribution to journalArticle

  29. 2005
  30. Monarchical Perspectives on Corporate Brand Management

    Balmer, J. M. T., Greyser, S. A. & Mats Urde, 2005 Dec, Bradford: Bradford University School of Management, 22 p. (Working Paper Series; no. 05/42).

    Research output: Working paper

  31. 2004
  32. Monarchies as corporate brands

    Balmer, J. M. T., Greyser, S. A. & Mats Urde, 2004 Jan 1, Boston, MA.: Harvard Business School , 40 p. (Working papers series; vol. 05-002).

    Research output: Working paper

  33. 2003
  34. Core value-based corporate brand building

    Mats Urde, 2003, In : European Journal of Marketing. 37, 7/8, p. 1017-1040

    Research output: Contribution to journalArticle

  35. Starka varumärken - Nycken till framgång på morgondagens marknad

    Frans Melin & Mats Urde, 2003, Dagens industri business-to-business pocket. Stockholm: Dagens Industri, p. 231-236 6 p. (Dagens industri business-to-business pocket; vol. 2003).

    Research output: Chapter in Book/Report/Conference proceedingBook chapter

  36. 1999
  37. Starka varumärken - vägen till framgångsrik internationalisering

    Frans Melin & Mats Urde, 1999 Jan 1, Exporthandboken: Internationell affärsutveckling för små och stora företag. S. E. (ed.). Stockholm: Industrilitteratur, p. 176-200 25 p.

    Research output: Chapter in Book/Report/Conference proceedingBook chapter

  38. The Tetra Pak Trademark Protection Campaign: A life and death struggle

    Mats Urde, 1999 Jan 1, Identity: Trademarks, Logotypes and Symbols. Holger, L. & Holmberg, I. (eds.). Stockholm: Nationalmuseum, p. 227-235 8 p.

    Research output: Chapter in Book/Report/Conference proceedingBook chapter

  39. Brand Orientation: A mindset for building brands into strategic resources

    Mats Urde, 1999, In : Journal of Marketing Management. 15, p. 117-133

    Research output: Contribution to journalArticle

  40. Varumärken: vår tids symboler

    Mats Urde, 1999, Nationalencyklopedin . Malmö: Bra Böcker, Vol. 24. p. 206-207 2 p.

    Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

  41. 1997
  42. Märkesorientering - Utveckling av varumärken som strategiska resurser och skydd mot varumärkesdegeneration

    Mats Urde, 1997, Mats Urde, Möllegatan 7, 263 32 Höganäs, Sweden (Fax: +46-42 34 34 13),. 452 p.

    Research output: ThesisDoctoral Thesis (monograph)

  43. 1994
  44. Brand Orientation – A Strategy for Survival

    Mats Urde, 1994, In : Journal of Consumer Marketing. 11, 3, p. 18-32

    Research output: Contribution to journalArticle

  45. 1991
  46. Varumärket: en hotad tillgång

    Frans Melin & Mats Urde, 1991 Jan, Malmö: Liber. 144 p.

    Research output: Book/ReportBook