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Keywords: Growth matrix
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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
... modeling Brand architecture Brand associations Integrative thinking Growth matrix Dynamic capabilities In today's rapidly changing business environment, brands and the business models behind them are expected to be adaptable, agile and flexible (Nyström and Mustonen, 2017). In this context...
