What are Your Signature Stories?
A signature story is an intriguing, authentic, involving narrative with a strategic message that enables a firm to grow by clarifying or enhancing its brand, customer relationships, organization, and/or the business strategy. Signature stories represent a critical asset that can be leveraged over ti...
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| Veröffentlicht in: | California management review 2016-05, Vol.58 (3), p.49-65 |
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| Hauptverfasser: | , |
| Format: | Artikel |
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| container_end_page | 65 |
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| container_issue | 3 |
| container_start_page | 49 |
| container_title | California management review |
| container_volume | 58 |
| creator | Aaker, David Aaker, Jennifer L. |
| description | A signature story is an intriguing, authentic, involving narrative with a strategic message that enables a firm to grow by clarifying or enhancing its brand, customer relationships, organization, and/or the business strategy. Signature stories represent a critical asset that can be leveraged over time and which can provide inspiration and direction both inside and outside the firm. The challenges are to find, evaluate, gain exposure for, and give legs to signature stories. |
| doi_str_mv | 10.1525/cmr.2016.58.3.49 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0008-1256 |
| ispartof | California management review, 2016-05, Vol.58 (3), p.49-65 |
| issn | 0008-1256 2162-8564 |
| language | eng |
| recordid | cdi_proquest_journals_1999270253 |
| source | SAGE Complete A-Z List |
| subjects | Brand equity Brands Legs Market strategy Narratives |
| title | What are Your Signature Stories? |
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