Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple
Corporate brand value, a key corporate asset, has traditionally relied on stakeholder interactions, heritage, and corporate identity. In dynamic fast clock-speed industries (information technology and consumer electronics), we note that brand values change dramatically within a few years based on th...
Guardado en:
| Autor principal: | |
|---|---|
| Lenguaje: | English |
| Publicado: |
Universidad Alberto Hurtado. Facultad de Economía y Negocios
2016
|
| Materias: | |
| Acceso en línea: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242016000300002 |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|