Equally diverse? Investigating the Congruence of Brand Management Research Schools with Approaches to Corporate Strategy

Chapter

Zusammenfassung

Corporate strategy and corporate brand management, both are well developed concepts in modern management science. Though each concept deals with top-level evaluations on how to adjust an organization within a market context, and there-with they show much resemblance in their concerns, related research perpetuates as two isolated lines of investigation without much reference to each other. This is remarkable as research on corporate brand management might seize opportunities of being further stimulated from the extensive and many-faceted research approaches in general strategy.

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© Springer Fachmedien Wiesbaden GmbH 2018

Authors and Affiliations

  1. 1.Fachbereich WirtschaftswissenschaftenKoblenzDeutschland
  2. 2.MosbachDeutschland

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