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 dy na mic fast clock-speed industries (information technology and consumer electronics), we note that brand values change dramatically within a few y ears bas...
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| Publicat a: | Journal of Technology Management & Innovation |
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| Autor principal: | |
| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Universidad Alberto Hurtado
2016
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| Matèries: | |
| Accés en línia: | https://www.redalyc.org/articulo.oa?id=84748406002 |
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