Purpose: Although the open strategizing (OS) approach can bring a wide range of benefits, there are also numerous risks identified. These risks are core sources of organizational dilemmas and challenges that appear in the decision-making process in two dimensions of OS - inclusion and...

Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand...