Make the most of a polarizing brand

Xueming Luo, Michael Wiles, Sascha Raithel

Research output: Contribution to journalArticle

4 Citations (Scopus)
Original languageEnglish (US)
JournalHarvard Business Review
Issue numberNOV
StatePublished - Nov 2013

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Management of Technology and Innovation
  • Strategy and Management
  • Business, Management and Accounting(all)

Cite this

Make the most of a polarizing brand. / Luo, Xueming; Wiles, Michael; Raithel, Sascha.

In: Harvard Business Review, No. NOV, 11.2013.

Research output: Contribution to journalArticle

Luo, Xueming ; Wiles, Michael ; Raithel, Sascha. / Make the most of a polarizing brand. In: Harvard Business Review. 2013 ; No. NOV.
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