Conceptualizing Agile Branding: Dimensions and Antecedents for Managing Brands in a Dynamic Environment
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- Alghamdi, OmarA. & Agag, Gomaa, 2024. "Competitive advantage: A longitudinal analysis of the roles of data-driven innovation capabilities, marketing agility, and market turbulence," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
- Christoph Schmidt, 2016. "Agile Software Development," Progress in IS, in: Agile Software Development Teams, chapter 0, pages 7-35, Springer.
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Keywords
agile branding; agility; strategic brand management; brand management; dynamic capabilities;All these keywords.
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