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Journal Articles

The Value of Brand Equity

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David A. Aaker
Journal: Journal of Business Strategy
Journal of Business Strategy (1992) 13 (4): 27–32.
https://doi.org/10.1108/eb039503
Published: 01 April 1992
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Journal Articles

THE NEED FOR STRATEGIC FLEXIBILITY

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David A. Aaker, Briance Mascarenhas
Journal: Journal of Business Strategy
Journal of Business Strategy (1984) 5 (2): 74–82.
https://doi.org/10.1108/eb039060
Published: 01 March 1984
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