Conversations on Change: A Case Study of a Swiss Private Bank on Employees’ Sensemaking and Engagement in Light of its Rebranding
The rebranding of an organization can be a beneficial strategy to reposition itself in the market to maintain its relevance. At the same time however, it can have disrupting effects on its members' daily work life, creating a novel situation in which perplexity and even resistance may arise, and which they need to make sense of. The aim of this qualitative study is to provide insights into sen
