Michaela Pöhlmann

1 month ago | nature.com | Michaela Pöhlmann |Jürgen Seitz

AbstractThe necessity for companies to adopt an agile brand management approach to maintain relevance and competitiveness in our dynamic and fast-moving world is a key finding of recent studies. Nevertheless, no study has yet investigated the potential and applicability of the concept of agile branding. Concurrently, start-ups are confronted with the challenge of high failure rates due to shortcomings in brand management.

May 24, 2024 | mdpi.com | Jürgen Seitz |Carmen Jambrino-Maldonado |de las Heras-Pedrosa |Michaela Pöhlmann

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