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Conceptualizing agile branding : dimensions and antecedents for managing brands in a dynamic environment

Pöhlmann, Michaela; Seitz, Jürgen - In: Administrative Sciences : open access journal 14 (2024) 6, pp. 1-26

Traditional branding approaches take too long to react to today's dynamic environment. Agile branding offers a promising approach and might be the contemporary answer to the demands of our digitalized world. While scientists state that an agile approach to branding is essential nowadays, there...

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