Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue

• Main Authors: SHOCKER, Allan, SRIVASTAVA, Rajendra Kumar, RUEKERT, Robert W.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1994
• Subjects: brand management; Business; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1251; https://ink.library.smu.edu.sg/context/lkcsb_research/article/2250/viewcontent/RSrivastavaJmr1994e.pdf
• Institution: Singapore Management University

The article focuses on the state of brand management in the 1990s, including challenges and opportunities that brand managers face. It states that executives are challenged by daily crises that are a result of customer and competitive market activities, and also their need to strategically think abo...