Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View.
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| Title: | Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View. |
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| Authors: | Fischer, Marc1 (AUTHOR) marc.fischer@wiso.uni-koeln.de, Wies, Simone2 (AUTHOR) wies@econ.uni-frankfurt.de |
| Source: | Management Science (INFORMS). Mar2025, Vol. 71 Issue 3, p2011-2034. 24p. |
| Database: | Business Source Ultimate |
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| ISSN: | 00251909 |
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| DOI: | 10.1287/mnsc.2022.00670 |
