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It has come to the attention of the publisher that the case, Barsoum MR (2026), “A brand at a crossroads: Creativito’s journey from survival to significance”. Emerald Emerging Markets Case Studies, Vol. 16 No. 2. A brand at a crossroads: Creativito’s journey from survival to significanceLink to the cited article, included the incorrect protagonist’s title in the case overview.
The incorrect title “managing partner” for Mona El Bardaie was used. The correct title should read “communications director”.
The publisher asks that protagonist's title be entered correctly at submission and confirmed at article proofing stage.
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