The image of German brands after the VW diesel deception
The very positive image of German brands in international markets has not been severely affected by the major ...
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Discussion Paper: Digital Leadership
Winning over and keeping the new ‘always-on’ consumer has become the business imperative at the digital ...
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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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