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Lagos Business School’s Tayo Otubanjo wins Corporate Communication International Paper Award - Lagos Business School
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Lagos Business School’s Tayo Otubanjo wins Corporate Communication International Paper Award
Lagos Business School’s Tayo Otubanjo wins Corporate Communication International Paper Award
A paper authored by Lagos Business School (LBS) faculty, Dr Tayo Otubanjo won the Highly Commended Theoretical Paper Award at the Corporate Communications International Conference, held at USC Marshall School of Business, University of Southern California, Los Angeles between May 20 and 23, 2019.
The 2019 Corporate Communications International Conference saw a gathering of international speakers from industry and universities who exchanged ideas and information on issues facing the corporate communication profession.
Titled ‘A Cultural Representation Model of Corporate Heritage Brand’, the paper identifies the absence of shared meanings in campaign messages used by corporate communications executives in corporate heritage brand communications.
The paper highlights the cases of First Bank’s 125th-year campaign, Union Bank’s 100th-year campaign and Citi Group’s 200 years of banking campaign, all of which possess what Dr Otubanjo describes as “chest-beating cues” that underscore the historic achievements of these corporate brands. However, it says these campaigns “carry no shared universal codes that enable effective communication between corporations and stakeholders”.
Dr Otubanjo, who teaches Marketing Management at LBS, provided a solution to this challenge by developing a cultural representation model of corporate heritage brand, not just to introduce the concept of shared meanings or universally accepted codes into the literature of corporate heritage brand management, but more importantly, to demonstrate how such an action can be pursued.
This paper is poised to impact on teaching in LBS as it will inform the development of a technical note on how the concept of shared meanings enhances the effectiveness of corporate brand management. This will, in turn, support the delivery of marketing sessions on the MBA and other programmes. In research, further studies will be conducted to critically explore the concepts of ‘cultural representation’, ‘shared meanings’ and the implications of these for corporate level marketing activities.
Commenting on the award, Dr Otubanjo said, “This is a sign of recognition of hard work, innovation and creative thinking by an exclusive club of international academics of note in my field of research. Above all, it adds to the positive image and reputation building of our esteemed School.”
LBS faculty is made up of experienced professionals who are dedicated to shaping the practice of management across industries in Nigeria and this award lends credence to their efforts.
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The Lagos Business School chapter of the Beta Gamma Sigma society has been bestowed the Highest Honours status for the 2021-2022 academic year.
The Lagos Business School chapter of the Beta Gamma Sigma society has been bestowed the Highest Honours status for the 2021-2022 academic year. The Highest Honours status is the highest distinction possible for Beta Gamma Sigma chapters. Beta Gamma Sigma (BGS) is the exclusive business honour society for students enrolled in business and management programmes accredited by the Association to Advance Collegiate Schools of Business (AACSB).
Lagos Business School (LBS) signed a Memorandum of Understanding (MoU) with Access Corporation on August 1, 2022
This collaboration was established to jointly develop projects designed to promote and facilitate the exchange of ideas and research.
Lagos Business School Alumni Association gets new President and Vice President
We extend warm congratulations to the MD/CEO, Unified Payments, Mr Agada Apochi, on his appointment as the new President of the Lagos Business School Alumni Association and Mrs Owen Omogiafo, President and Group CEO of Transcorp, on her appointment as the new Alumni Vice President.