Author: Filiberto Amati

Over the past 20 years, both globalization and technological advancement have dramatically reshaped marketplaces, eroding the traditional power base of many large corporations and nurturing smaller, more agile, and less capitalized firms. At the same time, open innovation has emerged as a leading paradigm for developing new, powerful technologies and

 Strategic brand management is an incredibly vast array of complementary disciplines, which aim at creating a bridge between consumers, customers and a firm's vision. Nevertheless too often we associate only strategic brand management to the 'look and feel' and the 'tone of voice' part, while those represent the outcome of