Ethics and RM

by | Sep 1, 2011 | Uncategorized

Whilst there is a widespread debate concerning the moral nature of business in general, ethical evaluation of business practices in the area of RM is not very common (Takala and Uusitalo, 1996). Surprisingly, given the characteristics and key concepts inherent in RM...

Extensions, Part 1

by | Aug 1, 2011 | Uncategorized

The strongest brands occupy a clearly defined and well-focused position in customers’ minds. They dominate their categories: Adidas in sportswear, Honda in cars, and so on. But brands often aren’t limited to a single category. Adidas sells fragrance. Honda...