Investigating the Uses of Corporate Reputation and Its Effects on Brand Segmentation, Brand Differentiation, and Brand Positioning: Evidence from the Taiwanese Pharmaceutical Industry-Reference-Cited by-同舟云学术

Investigating the Uses of Corporate Reputation and Its Effects on Brand Segmentation, Brand Differentiation, and Brand Positioning: Evidence from the Taiwanese Pharmaceutical Industry

Published:2017-06-09 Issue:3 Volume:47 Page:240-257
ISSN:0020-8825
Container-title:International Studies of Management & Organization
language:en
Short-container-title:International Studies of Management & Organization

Author:

Chen Chen-Chu Matilda¹,Nguyen Bang²,Melewar T. C.³,Dennis Charles³

Affiliation:

1. Manager, The Wide Pharmaceutical Co., Ltd., Taichung, Taiwan

2. Adjunct Professor, School of Business, Department of Marketing, East China University of Science and Technology, Shanghai, China

3. Professor, Department of International Management and Innovation, Middlesex University Business School, The Burroughs, London, United Kingdom

Publisher

Informa UK Limited

Subject

Strategy and Management,Business and International Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/00208825.2017.1318019

Reference66 articles.

1. The dynamics of technological innovation: the case of the pharmaceutical industry

2. Strategic assets and organizational rent

3. Strategic Factor Markets: Expectations, Luck, and Business Strategy

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