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...
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| Language: | English |
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Universidad Alberto Hurtado. Facultad de Economía y Negocios
2016
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| Online Access: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242016000300002 |
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