Organizational dynamics and complexities of corporate brand building : a practice perspective
Year of publication: |
2011
|
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Authors: | Järventie-Thesleff, Rita ; Moisander, Johanna ; Laine, Pikka-Maaria |
Published in: |
Scandinavian journal of management. - Amsterdam [u.a.] : Elsevier, ISSN 0281-7527, ZDB-ID 723269-X. - Vol. 27.2011, 2, p. 196-204
|
Subject: | Markenarchitektur | Brand architecture | Firmenimage | Corporate reputation | Markenführung | Brand management | Organisatorischer Wandel | Organizational change | Wettbewerbsvorteil | Competitive advantage |
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