Discussion Paper: Corporate Storytelling
Building relationships with customers is key for companies to achieve success. However, creating this emotio...
Brands from emerging markets South Korea, Brazil, Russia, India, and China
German consumers are still relatively unfamiliar with champion brands from emerging markets. Only one-thirdÂ...
Discussion Paper: Market-driven positioning
The real battle for global market leadership will and must be fought in the world’s growth markets. To wi...
