Branding
Latest
Marketing Strategy
Brand Equity Dilution
Brands may be less vulnerable to the vagaries of extension than is commonly feared.
Kevin Lane Keller & Sanjay Sood
Marketing Strategy
The Global-Brand Advantage
Research indicates that buyers are more likely to perceive value in global brands.
Larry Yu
Marketing Strategy
Understanding and Managing the Brand Space
Pierre Berthon, Morris B. Holbrook and James M. Hulbert
Quality & Service
Corporate Responsibility Audits: Doing Well by Doing Good
Sandra Waddock and Neil Smith
Marketing Strategy
Brand Management Prognostications
Pierre Berthon, James M. Hulbert and Leyland F. Pitt
Customers
Recovering and Learning from Service Failure
Is your company doing its best to address customer complaints and learn from mistakes?
Stephen S. Tax and Stephen W. Brown
Marketing Strategy
Do Customer Loyalty Programs Really Work?
Loyalty programs must enhance the overall value of the product or service and motivate buyers to make their next purchase.
Grahame R. Dowling and Mark Uncles
Innovation Strategy
Strategic Innovation
Companies can successfully challenge industry leaders even without radical technological innovation.
Constantinos Markides
Organizational Behavior
Rebuilding Behavioral Context: A Blueprint for Corporate Renewal
Sumantra Ghoshal and Christopher A. Bartlett
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