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A cruise line carrier in transition: An exploration of changes in corporate values in an explorer cruise line context

Hugo Skaalsvik ; School of Business and Economics, UIT – The Arctic University of Norway, Harstad, Norway

Puni tekst: engleski pdf 162 Kb

str. 471-487

preuzimanja: 344



This paper explores corporate values and their changes during stages of development for the prestigious, well-known historic Norwegian Coastal Voyage (Hurtigruten). Adopting a qualitative design, eight service managers were interviewed using in-depth interviews. The findings are organized into three parts: 1. Corporate values from 1950 to 2001, 2. Corporate values from 2001 to 2016 and 3. Corporate values from 2016 (with the introduction of new explorer cruise ships).
The changes in corporate values were observed in seven distinct areas one being service quality issues, another management principles. Based on the findings, this paper offers a typology of corporate values which consists of five categories: economic values, quality values, social values, environmental values and management values. Theoretically, the paper offers a comprehensive service brand model which shows a set of components which may impact corporate values in a service firm during transition, namely Hurtigruten. The originality and value of the research are its contribution to a deep understanding of corporate values and their changes in a firm undergoing a shift in strategic direction. Furthermore, a typology of corporate values emerges from the research, and a model is suggested which enhances our understanding of components which may affect changes in corporate values.

Ključne riječi

corporate brand; corporate values; case study research; typology of corporate values; Norwegian Coastal Voyage (Hurtigruten); Norway

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