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Coupling Brand and Organizational Identities Through Partnering

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AUTHOR(S):

Bernd Schmitt, Associate Professor, Columbia Business School; Alex Simonson, Assistant Professor, Georgetown University School of Business

 

In joint ventures, mergers, and other relationships, businesses must determine the optimum way to blend their respective brands and identities. Based on an analysis of the purpose behind a partnership and the categorization of identity elements into prope

 

PUBLISHED: 1998

 

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