How can corporate heritage identity stewardship lead to brand ambidexterity?
Year of publication: |
2021
|
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Authors: | Moussa, Anthony ; Barnier, Virginie de |
Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 29.2021, 8, p. 706-721
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Subject: | Brand ambidexterity | corporate heritage stewardship | exploitation | exploration | prospection | retrospection | Organisationale Ambidextrie | Ambidextrous organization | Markenführung | Brand management | Unternehmenskultur | Corporate culture | Firmenimage | Corporate reputation | Markenarchitektur | Brand architecture |
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