Reconciling the tension between consistency and relevance: design thinking as a mechanism for brand ambidexterity - Concepedia

Concepedia

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Reconciling the tension between consistency and relevance: design thinking as a mechanism for brand ambidexterity

194

Citations

89

References

2015

Year

Michaël Beverland, Sarah J. S. Wilner, Pietro Micheli

Journal of the Academy of Marketing Science

Brand EquityDesignManagementBrand StrategyDesign ThinkingBusinessBrand AmbidexterityBrand AwarenessMarketing

References

	Year	Citations

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