CORPORATE STRATEGY - Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century
Year of publication: |
2009
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Authors: | Balmer, John M.T. ; Stuart, Helen ; Greyser, Stephen A. |
Published in: |
California management review : CMR. - Berkeley, Calif. : Haas School of Business, University of California, ISSN 0008-1256, ZDB-ID 2229304. - Vol. 51.2009, 3, p. 6-23
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