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Service providers are increasingly including transformative value (which focuses on People, Planet and Profit) in their brand positioning. This paper presents key principles of a successful transformative value positioning for service brands.
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This page is a summary of: Transformative value positioning for service brands: key principles and challenges, Journal of Service Management, April 2022, Emerald,
DOI: 10.1108/josm-11-2021-0419.
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