Traditionally the management of brands has been entrusted to middle management. However, it is becoming increasingly apparent that brands are of such critical strategic importance, that they are more appropriately placed under the direct responsibility of senior management. Indeed, we believe...

Defining marketing's role within today's organization is often difficult and frustrating. The literature is equivocal: there is no universally accepted definition of marketing, no consensus on where the boundaries of the marketing function should lie, and no single theory of marketing [Carson,...

For many years, sociologists have conceptualized and debated the value of 'social capital': the resources embedded in an individual's social network. More recently, the notions of network organizations and strategic alliances have become important forms of entrepreneurial venture. An important...