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Keywords: Brands
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Journal Articles
International Journal of Commerce and Management (2009) 19 (1): 58–71.
Published: 13 March 2009
... will question the academic contribution to business practice. Business school (B‐school) branding is crucial to distinguish the services provided by one B‐school from another. Considering the importance and relevance of adapting to the changing market forces, the purpose of this paper is to propose a conceptual...
