Transformative branding : a dynamic capability to challenge the dominant social paradigm
Amanda Spry, Bernardo Figueiredo, Lauren Gurrieri, Joya A. Kemper, Jessica Vredenburg
| Year of publication: |
2021
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|---|---|
| Authors: | Spry, Amanda ; Figueiredo, Bernardo ; Gurrieri, Lauren ; Kemper, Joya A. ; Vredenburg, Jessica |
| Published in: |
Journal of macromarketing. - Thousand Oaks, Calif. : Sage, ISSN 1552-6534, ZDB-ID 2068181-1. - Vol. 41.2021, 4, p. 531-546
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| Subject: | dominant social paradigm | dynamic capabilities | hybrid logics | market shaping | transformative branding | Dynamische Kompetenzen | Dynamic capabilities | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/02761467211043074 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012794236