Stack Attack: In Search of a Brand Strategy

Abstract

For those who manage products with “brand” names, either consumer or B2B, it's a struggle to dilute manage‐ment theory and strategy lessons down to typical tasks faced day‐to‐day.

Citation

Lane Voss, B. (2002), "Stack Attack: In Search of a Brand Strategy", Journal of Business Strategy, Vol. 23 No. 1, pp. 44-47. https://doi.org/10.1108/eb040224