It is close to impossible for any firm to reduce risk to zero, so knowing how and why to manage it in advance is crucial. The factors which determine why firms invest valuable time and money in
...Online Brand Communities – where nostalgia is no longer a thing of the past
Category: Marketing
Whilst branding via online communities is a fairly recent phenomenon, this does not mean that the past does not have a role to play in building customer loyalty. A recent study of a Brazilian
...When Push Comes to Shove – market entry strategy and its impact on performance
Category: Marketing
Trust in the strength of your own resources or follow your feelings about the state of the market? In either case, what will be the subsequent chances of high performance and long-term survival?
...Don’t Believe the Hype – when online communities become opinion leaders
Category: Marketing
In the current climate of readily available internet-based forums, more and more firms are turning to digital communities in order to keep their finger on the pulse or even test new
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