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    Book

    Raising the Corporate Umbrella

    Corporate communications in the 21st century

    Philip J. Kitchen, Don E. Schultz (2001)

  2. No Access

    Chapter

    Closing and re-opening the corporate umbrella

    In June, 1999, some 200 people in Belgium and France began to complain of digestive illnesses apparently caused by drinking Coca-Cola products.Within days, it was alleged that bottles had been infused with def...

    Don E. Schultz, Philip J. Kitchen in Raising the Corporate Umbrella (2001)

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    Chapter

    Raising the corporate umbrella — the 21st-century need

    Impatient investors and unforgiving directors are increasingly pinning the blame for their corporate woes on the chief executive.

    Philip J. Kitchen, Don E. Schultz in Raising the Corporate Umbrella (2001)

  4. No Access

    Chapter

    Measuring the value of the corporate brand

    What is the value of the corporate brand? How much actual financial worth does it comprise? If we could strip out the value of the corporate brand from all the other corporate assets, both tangible and intangi...

    Don E. Schultz in Raising the Corporate Umbrella (2001)

  5. No Access

    Chapter

    The role of integrated communication in the interactive age

    British Airways World Cargo (BAWC), which for a long time had been seen as the “other part” of BA, faced some significant challenges in the changing airfreight market of the early to mid- I990s. BA even consid...

    Philip J. Kitchen, Don E. Schultz in Raising the Corporate Umbrella (2001)

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    Chapter

    Vision, values, intellectual property and assets

    The following is a true story. But, the names have been changed to protect the participant egos. The story, however, is not unlike others that are occur­ring daily in management meetings around the world, part...

    Anders Gronstedt, Don E. Schultz in Raising the Corporate Umbrella (2001)