GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity.
Dunn, M. and Davis, S. (2004), "Creating the brand‐driven business: it’s the CEO who must lead the way", Handbook of Business Strategy, Vol. 5 No. 1, pp. 243-248. https://doi.org/10.1108/10775730410494143
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