The role of digital orientation and strategic emphasis in creating brand competitiveness
Chandana Manjunath, Manjunath Padigar, Kiran Pedada
| Year of publication: |
2024
|
|---|---|
| Authors: | Manjunath, Chandana ; Padigar, Manjunath ; Pedada, Kiran |
| Subject: | Brand competitiveness | Digital orientation | Strategic emphasis. | Markenführung | Brand management | Markenartikel | Brand | Wettbewerb | Competition | Digitalisierung | Digitization |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2024.103906 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015114835