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Keywords: Business modeling
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Journal Articles
The interplay between brand and business model architectures:a conceptual grid
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (8): 1005–1023.
Published: 16 August 2021
...Marc Logman Purpose This conceptual paper studies how brand and business model architectures interact. Design/methodology/approach Confronting the literature on brand and business model architectures, a “problematizing review” perspective is taken in this article. To develop the conceptual...
