Purpose: This conceptual paper studies how brand and business model architectures interact. Design/methodology/approach: Confronting the literature on brand and business model architectures, a “problematizing review” perspective is taken in this article. To develop the conceptual framework,...

Purpose – The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation/growth opportunities and risks. Design/methodology/approach – The paper is based on an extensive theoretical study of innovation and growth approaches combined with...

Purpose – Many planning approaches on strategic flexibility often focus on a product and/or market perspective. The purpose of this paper is to argue that today's changes demand a “contextual” marketing intelligence and planning approach. There may be a bigger difference between one...