Der Aufbau einer differenzierten Markenpersönlichkeit wird seit geraumer Zeit als entscheidend für das Markenmanagement betrachtet. In Ermangelung eines integrierten Steuerungsrahmens wird in dieser Arbeit zunächst ein Bezugsrahmen für das Management von Markenpersönlichkeiten entwickelt....

It is well-known that entrepreneurs lead extremely busy lives. While research literature reports the stressors of entrepreneurial careers, few empirical studies have examined the actual management of the demands that entrepreneurs face in their daily lives. In this paper, we conducted a study of...

Manuscript type: Research Article. Research Aims: Telling a story about the past identity of a product is believed to help improve the positive perception towards the product. Certain product has gone through transformation from its past identity to new and more valuable product, known as...

Organizational creativity is indispensable in a highly competitive and dynamic academic environment; and the role of individuals is mostly unquantifiable. Hence the study argued that the ideas, novel research output, patents, grants of the academic staff depend on the flexible wellbeing of the...