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Processes for Managing Identity, Image, and Design

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Alex Simonson, Assistant Professor of Marketing, Fairleigh Dickinson University; Bernd H. Schmitt, Associate Professor of Business, Columbia Business School; Joshua Marcus, President, PAOS New York


Recognizing design as an organizational resource, a key concern is devising methods for productively managing this essential asset. Alex Simonson, Bernd Schmitt, and Joshua Marcus propose an approach they refer to as Corporate Aesthetics Management, a sys




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