Abstract
In a digital and highly dynamic world of goods and services, it is necessary to develop a systematic understanding of brands. The task of managing living systems is challenging for start-ups, small and medium-sized enterprises and global corporations alike. Start-ups usually try to stabilize their concepts with value creation.
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Errichiello, O., Wernke, M. (2022). Perspectives of a Cybernetic Brand Management. In: Order in Chaos - Cybernetics of Brand Management. essentials(). Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-65958-8_5
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DOI: https://doi.org/10.1007/978-3-662-65958-8_5
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Publisher Name: Springer, Berlin, Heidelberg
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