Mathews-Lefebvre, Clarinda; Dubois, Pierre-Louis - In: Journal of Product & Brand Management 22 (2013) 5/6, pp. 384-392
Purpose – The first purpose of this communication is to highlight retailers' current challenges related to branding as a value creation process. The second purpose is to identify existing organizational brakes that may slow down retailer brand building. The final aim is to indicate managerial...