Raising the Corporate Umbrella
Corporate communications in the 21st century
Article
The past decade has witnessed significant shifts in both the macro and micro environments, which have impacted all forms of marketing. The main objective of this study is to examine whether consumers’ preferen...
Article
While the controversy continues over whether an organization should focus on corporate or product branding, this paper explains why corporate branding is the most likely scenario for most multi-national organi...
Book
Chapter
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...
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Impatient investors and unforgiving directors are increasingly pinning the blame for their corporate woes on the chief executive.
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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...
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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...
Chapter
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...