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Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject

Browsing Research Articles (Gordon Institute of Business Science (GIBS)) by Subject "Perspective"

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Managing across a corporate and product brand portfolio : evidence from a large South African service organization

Sevel, Louise; Abratt, Russell; Kleyn, Nicola Susan (Emerald, 2018)

PURPOSE : The purpose of this study is to understand how a large service organisation with a brand portfolio manages its corporate brand relative to its portfolio of product brands. DESIGN/METHODOLOGY/APPROACH : The authors ...

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