Branding: too often overlooked in disruptive innovation and social purpose arenas

Branding is critical to disruptive innovation and social purpose programs, both strategic arenas of contemporary and future concern. Despite the progress that has been made in the last three decades, establishing branding as an imperative for business strategy, the strategic relevance and practical...

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Veröffentlicht in:	The journal of brand management 2023-05, Vol.30 (3), p.185-189
1. Verfasser:	Aaker, David
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand management Brands Business and Management Commentary Disruptive innovation Management Market strategy Marketing Social responsibility
Online-Zugang:	Volltext
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