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The Benefits of Strategic Naming

The Benefits of Strategic Naming One has only to walk down the aisle of a local supermarket or industry tradeshow to understand how far today's market has evolved from a place in which companies offered one product and customers simply bought it. Transformed by free market competition, selfservice technology, mass communications, and globalization, the market now permits customers to fulfill their most individual need or passing whimsy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

The Benefits of Strategic Naming

Journal of Business Strategy , Volume 12 (5): 4 – May 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb039447
Publisher site
See Article on Publisher Site

Abstract

One has only to walk down the aisle of a local supermarket or industry tradeshow to understand how far today's market has evolved from a place in which companies offered one product and customers simply bought it. Transformed by free market competition, selfservice technology, mass communications, and globalization, the market now permits customers to fulfill their most individual need or passing whimsy.

Journal

Journal of Business StrategyEmerald Publishing

Published: May 1, 1991

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