Hogan, Suzanne; Almquist, Eric; Glynn, Simon E. - In: Journal of Business Strategy 26 (2005) 2, pp. 11-18
Purpose – This paper examines how leading companies are building brands through comprehensive analysis and judicious improvement of the customer experience. Findings – In the bid to build a world‐class brand, it's tempting for managers to invest everywhere that the brand touches customers....