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The Benefits of Strategic Naming

Clive Chajet (Chairman and CEO of Lippincott & Margulies Inc., an identity and image management firm headquartered in New York City)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 May 1991



One has only to walk down the aisle of a local supermarket or industry tradeshow to understand how far today's market has evolved from a place in which companies offered one product and customers simply bought it. Transformed by free market competition, self‐service technology, mass communications, and globalization, the market now permits customers to fulfill their most individual need or passing whimsy.


Chajet, C. (1991), "The Benefits of Strategic Naming", Journal of Business Strategy, Vol. 12 No. 5, pp. 61-64.




Copyright © 1991, MCB UP Limited

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