Pöhlmann, Michaela; Jambrino-Maldonado, Carmen; De las … - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 2, pp. 406-419
As today's environment constantly changes, scientific and practical literature suggests that brands must be managed more agilely. Agile branding, characterized by stakeholder involvement, adaptability, and flexibility, emerges as an innovative approach for companies to navigate dynamic markets...
