Systems constellations : A better way to identify branding opportunities?
until further notice
Number of pages
SourceJournal of Brand Management, 15, 1, (2008), pp. 239-257
Article / Letter to editor
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Relatiemanagement - t/m 2007
Organisatieontwikkeling - t/m 2007
Journal of Brand Management
SubjectPARTicipation and New Employment Relations; Relationship Management
Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of view by applying the innovative systems constellation technique within the soft systems methodology to identify new branding opportunities. A case study illustrates its content validity but also shows there is limited support for its reliability, which is in line with the positivists' reservation on phenomenological methods and techniques.
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