What is it about?
Presents branding according to two ontologies. Realist for planning and representing. Constructivist for creating within a community.
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Why is it important?
Time to move beyond simple representation view of knowledge.
Perspectives
One of a very few articles based on more than one ontology.
Dr Christopher J. Medlin
University of Adelaide
Read the Original
This page is a summary of: Branding as a dynamic capability, Marketing Theory, December 2016, SAGE Publications,
DOI: 10.1177/1470593116679871.
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