What is it about?
Presents branding according to two ontologies. Realist for planning and representing. Constructivist for creating within a community.
Featured Image
Why is it important?
Time to move beyond simple representation view of knowledge.
Perspectives
Read the Original
This page is a summary of: Branding as a dynamic capability, Marketing Theory, December 2016, SAGE Publications,
DOI: 10.1177/1470593116679871.
You can read the full text:
Contributors
The following have contributed to this page