“Bravo” for Burberry
Purpose – To provide a concise briefing on the most topical issues and relevant implications from the top 400 management publications in the world. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the argument in context. Findings – The article employs a readable style, and although it focuses on the case study of Burberry, the approaches discussed could be used by any flailing company wishing to rebrand. Those involved with marketing or high level management, particularly in fashion, will find the article useful and easy to digest. Originality/value – Provides implementable strategies and practical thinking that has influenced some of the world's leading organizations.
Year of publication: |
2005
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Published in: |
Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 21.2005, 1, p. 22-24
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Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand management | Fashion |
Saved in:
Online Resource
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