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Brand management

In: Corporate Social Responsibility

Author

Listed:
  • David E. Hawkins

Abstract

The evolving business models of the second half of the twentieth century and the prospect that these will further evolve in the future are founded on the concept of brand rather than production. To move from the traditional Fordist monolith structure to a virtually integrated fluid structure presents a major challenge in terms of recognizing and managing sustainability within the supply network backing a brand-based business model.

Suggested Citation

  • David E. Hawkins, 2006. "Brand management," Palgrave Macmillan Books, in: Corporate Social Responsibility, chapter 0, pages 132-141, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-62581-5_16
    DOI: 10.1057/9780230625815_16
    as

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