Fosfuri, Andrea; Giarratana, Marco S.; Roca, Esther - Instituto sobre Desarrollo Empresarial (INDEM), … - 2010
An important reason why individuals join groups or communities is to satisfy their needs for identity. Firms might exploit this societal tendency to gain a competitive advantage. Using the strategic approach adopted by Kiehl’s, a U.S. cosmetic producer and retailer, as a source of inspiration...