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| Tekijä: | Hankinson, P. Hankinson, G. |
| Otsikko: | Managing successful brands: an empirical study which compares the corporate cultures of companies managing the world's top 100 brands with those managing outsider brands |
| Lehti: | Journal of Marketing Management
1999 : APR, VOL. 115:1-3, p. 135-156 |
| Asiasana: | MARKETING MANAGEMENT BRANDS SUCCESS |
| Kieli: | eng |
| Tiivistelmä: | Corporate culture can be a significant, strategic factor in the successful management of brands. Through a comparative research survey into the World's Top 100 brand companies and those outside this category (Outsider brand companies), this article explores whether the corporate cultures of the top 100 brand companies are different from those of Outsider brand companies. Most of the significant differences were found in the consumer good sector, traditionally associated with strong brands. |
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