Die Markenpraxis leidet unter Hyperwettbewerb, hohen Marketingkosten und geringen Wirkungsgraden. Inga Ellen Kastens und Peter G. C. Lux setzen mit dem „Aushandlungs-Paradigma“ den überfälligen Perspektivenwechsel im Markendenken um. Sie belegen, dass die Bedeutungen einer Marke nicht...

Takes an in-depth look at an emerging approach to the study of business leadership that focuses on language as a vehicle for communicating leadership. Traditionally, management theories have taken a psychological approach to leadership, often assuming that it is a personality trait located...

The relationship that Irish language organisations have with the state is closely associated with resource exchange and role expectations. The expressed value of Irish language organisations is 'Gaeilge a chur chun cinn' ('to put Irish to the forefront') and is similar to an objective of the...