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Keywords: Consolidation
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Journal Articles
IBM’s Think strategy – melding strategy and branding
Available to Purchase
Journal:
Strategy & Leadership
Strategy & Leadership (2004) 32 (2): 44–48.
Published: 01 April 2004
...Kevin Clark; Mark McNeilly When operations are consolidated to simplify product lines and to gain efficiencies in practices and marketing, can the brand identities also be consolidated? This was the question that IBM PC Division marketers faced. This article explores their approach to answering...
