Scholars typically advise brands to stay away from public conflict with competitors as
research has focused on negative consequences—eg, price wars, escalating hostilities, and …

This book calls into question the colonial and neoliberal university, presenting alternative
models of higher education that can more effectively respond to today's intersecting social …

This paper highlights the importance of innovation in driving economic growth, noting that
traditional measures of innovation have focused mainly on manufacturing-related metrics …

Purpose The purpose of this paper is to offer a perspective of brand-based analysis on
green brand positioning differentiation through a network analysis approach …

Purpose The purpose of this paper is to explore the relationship between innovation and
authenticity by developing a conceptual framework that illuminates the key constructs …

This study examines the factors that affect brand competitiveness in an environment of
uncertainty caused by exogenous shocks. In particular, this study focuses on smartphone …

In order to create a perceptual map, discriminant analysis is used to map selected brands or
products with their attributes. The perceptual map shows graphically how consumers …

Dynamics and crises in the present are inextricably associated with company growth and
change management in the context of today. In this way, the question of innovation in …

The use of cobranding and brand extension strategies to access new markets has been a
topic of significant interest. However, surprisingly few studies have examined cross-category …

With the COVID-19 pandemic consumer needs are changing and marketing
communications must be effective in order to be recognized in the consumer's mind. Trends …