MB
Michael Beverland
7 records found
1
Authored
Corporate branding researchers alert us to the importance of the internal aspects of brand building, in particular, how staff can be mobilized to ensure that the brand delivers on its promises to stakeholders. Internal branding programs help achieve alignment between the brand ...
Using design thinking to respond to crises
B2B lessons from the 2020 COVID-19 pandemic
We examine the value of design thinking in times of crisis. Drawing on examples of firm innovations during the 2020 Covid-19 lockdown, we propose that disruptive events represent wicked problems that require managers to break out of established patterns of thinking. Design thi ...
Subverting scripts can be critical to successful service innovation. However, deviating from
firmly embedded scripts can be risky, because doing so can confuse and frustrate customers.
Through an ethnographic study of a specialist coffee shop, we investigate customers’
responses
...