Listar por autor "Seitz, Jürgen"
Mostrando ítems 1-3 de 3
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Conceptualizing Agile Branding: Dimensions and Antecedents for Managing Brands in a Dynamic Environment.
Pöhlmann, Michaela; Seitz, Jürgen; Jambrino-Maldonado, Carmen
; De-las-Heras-Pedrosa, Carlos (MDPI, 2024-05-24)
Traditional branding approaches take too long to react to today’s dynamic environment. Agile branding offers a promising approach and might be the contemporary answer to the demands of our digitalized world. While ... -
Evaluating the potential of agile branding: opportunities and challenges in the start-up context.
Pöhlmann, Michaela; De-las-Heras-Pedrosa, Carlos; Seitz, Jürgen; Jambrino-Maldonado, Carmen (Springer Nature, 2025-02-28)
The necessity for companies to adopt an agile brand management approach to maintain relevance and competitiveness in our dynamic and fast-moving world is a key finding of recent studies. Nevertheless, no study has yet ... -
Trends and evolution of agile branding: a bibliometric analysis.
Pöhlmann, Michaela; Jambrino-Maldonado, Carmen; De-las-Heras-Pedrosa, Carlos; Seitz, Jürgen (2024-07-31)
As today’s environment constantly changes, scientific and practical literature suggests that brands must be managed more agilely. Agile branding, characterized by stakeholder involvement, adaptability, and flexibility, ...