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This paper discusses five emergent trends within brand portfolio management. These important trends are presented in the following order and format: reiteration between branded house and house of brands; replacement of brand architecture idealism with dynamic brand portfolio management; brand...
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Purpose: The purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media marketing communication. The study aims to explore the factors contributing to the formation and adoption of integration strategies and identify who the B2B firms target....
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The advent of social media as a modern communication tool has been extensively studied in the B2C domain; however its use as a communication platform in the B2B sector has thus far been under researched. This paper will examine two cases of global corporations headquartered in Stockholm...
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