Sagar, Mahim; Khandelwal, Rishabh; Mittal, Amit; Singh, … - In: Corporate Communications: An International Journal 16 (2011) 2, pp. 124-138
Purpose – The purpose of this paper is to introduce the Ethical Positioning Index (EPI), an innovative ranking scale based on the ethical issues in brand positioning. This paper is based on the core idea that ethics can be used as a product differentiator and can create a strategic advantage....
