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EBOOK - epub 3
Branded Supply Chain - Librerie.coop

Branded Supply Chain

Protezione:   

Adobe DRM

€ 19,99
Dettagli
FORMATO epub 3
EDITORE Egea
EAN 9788823882072
ANNO PUBBLICAZIONE 2021
CATEGORIA Economia, finanza e marketing
Marketing
Industria
LINGUA eng
Dispositivi supportati
Computer
E-Readers
iPhone/iPad
Androids
Kindle
Kobo

Descrizione

The topic of this book is new and innovative, as it merges two different and usually separated domains – the brand and the supply chain. Why is it relevant to propose a new perspective merging these two domains? Brands are evolving from cultural symbols to educators, infl uencers and agents of social change. In this evolution, their supply chains are increasingly under scrutiny from a variety of external stakeholders seeking information that includes, and frequently exceeds, what the companies are legally obliged to disclose and communicate. The book presents an original paradigm emerging from the combination of academic literature and business insights according to which, in the new scenario, the supply chain should be considered as an extension of the brand, and a unique content to story-tell. Brands should develop new and broader narratives, ones which are fully plugged into their purpose, emotional but fact-based, and addressing all stakeholders. Different authors have teamed up to propose a roadmap to improve the organizational culture towards sustainable branding with the support of insights from leading companies in luxury, fashion, beauty and food.