Agile brands in the ever-changing digital marketing ecosystems
The digital revolution has permanently changed consumer shopping behavior. Consumers all over the world have a...
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Discussion Paper: Corporate Storytelling
Building relationships with customers is key for companies to achieve success. However, creating this emotio...
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Brands from emerging markets South Korea, Brazil, Russia, India, and China
German consumers are still relatively unfamiliar with champion brands from emerging markets. Only one-third...
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Discussion Paper: Market-driven positioning
The real battle for global market leadership will and must be fought in the world’s growth markets. To wi...
