Branding capability of technology born globals

Author:

Altshuler Liliya,Tarnovskaya Veronika V

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Reference35 articles.

1. Aaker, D. (2001) Developing Business Strategies, 6th edn. New York: John Wiley and Sons.

2. Aaker, D. (2003) The power of the branded differentiator. MIT Sloan Management Review 45 (1): 83–87.

3. Abimbola, T. and Kocak, A. (2007) Brand, organization identity and reputation: SMEs as expressive organizations: A resources-based perspective. Qualitative Market Research: An International Journal 10 (4): 416–430.

4. Alvesson, M. (2003) Beyond neopositivists, romantics, and localists: A reflexive approach to interviews in organizational research. Academy of Management Review 28 (1): 13–33.

5. Anderson, J. and Narus, J. (2004) Business Market Management: Understanding, Creating, and Delivering Value, 2nd edn. New Jersey: Pearson/Prentice Hall.

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