Brand theory has its origins in the consumer product market and is normally considered in relation to big business. An established brand enables customers to save time by guaranteeing the level of quality, reducing purchasing risk and simplifying customer choices. Little research, however, has...

Purpose – The purpose of this paper is twofold. First and most importantly, the paper aims to explain how Pilkington is able to revolutionize the flat glass industry. The modified design envelope model is applied to demonstrate the technological competence and especially strategic thinking...