Entrepreneurial orientation (EO) is associated with superior performance, although the mechanisms through which EO translates into an advantageous market position are still poorly understood. Drawing on EO and resource-based theory (RBT) literature, this study highlights the role of a systemic...

Cover -- Title -- Copyright -- Dedication -- Contents -- CHAPTER 1 Brand transformation â an introduction -- Is branding important? -- The challenges for marketers -- The conventional perspective of brands and branding -- The foundations of branding -- Product branding within categories --...

Entrepreneurial orientation (EO) is associated with superior performance, although the mechanisms through which EO translates into an advantageous market position are still poorly understood. Drawing on EO and resource-based theory (RBT) literature, this study highlights the role of a systemic...