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About Understanding Corporate Rebranding An Evolution TH
This document summarizes an article from the International Journal of Marketing Studies that examines corporate rebranding through the lens of evolution theory. It reviews literature on the causes of corporate rebranding, finding that while internal factors like changes in business structure and external factors like market shifts are cited, there is no underlying epistemological explanation. To address this, the authors propose a new model of corporate rebranding based on Darwin's theory of evolution by natural selection, arguing that it provides a logical framework to understand why rebranding occurs. The model views a company as an organism that undergoes recombination of its "genes" or traits in response to environmental pressures, leading to ascendancy through rebranding.
Detailed Information
| Author: | ['Diana- Maria Vulpe'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 8 |
| Language: | English |
| Format: | |
| Price: | FREE |
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