How important is education? Well, we know that education (as process) and knowledge gained (as a result) has become an important factor to differentiate organizations and to establish (or at least to support) competitive advantages. Today knowledge can have the same meaning as a commodity. Information, knowledge and learning have a huge impact on capabilities [...]

Brand management is an important tool when it comes to segment markets and to leverage positive perceptions (of a specific brand). But sometimes brand management can confuse customers and your company will receive very negative feedbacks. To illustrate this statement I have a brief example from the car industry. General Motors (GM) operates the brand [...]