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The Branded Supply Chain: A New Perspective on Value Creation in Branding - Couverture souple

 
9788831322201: The Branded Supply Chain: A New Perspective on Value Creation in Branding
Couverture souple
ISBN 10 : 8831322206 ISBN 13 : 9788831322201
Editeur : Bocconi University Press, 2021

Synopsis

The topic of this book is new and innovative, as it merges two different and usually separated domains - the brand and the supply chain. Why is it relevant to propose a new perspective merging these two domains? Brands are evolving from cultural symbols to educators, influencers and agents of social change. In this evolution, their supply chains are increasingly under scrutiny from a variety of external stakeholders seeking information that includes, and frequently exceeds, what the companies are legally obliged to disclose and communicate. The book presents an original paradigm emerging from the combination of academic literature and business insights according to which, in the new scenario, the supply chain should be considered as an extension of the brand, and a unique content to story-tell. Brands should develop new and broader narratives, ones which are fully plugged into their purpose, emotional but fact-based, and addressing all stakeholders. Different authors have teamed up to propose a roadmap to improve the organizational culture towards sustainable branding with the support of insights from leading companies in luxury, fashion, beauty and food.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Stefania Saviolo is Ph.D. and Lecturer of Management and Technology at Bocconi University and SDA Bocconi School of Management. She is Director of the SDA Bocconi-GetSmarter online course "Sustainable Fashion Branding". Gianmario Borney has developed his professional career at the international level in supply chain management and industrial alliances within global textile and fashion pipelines, both as consultant and executive at global consulting firms. He collaborates with SDA Bocconi School of Management.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Bocconi University Press
Date d'édition
2021
Langue
anglais
ISBN 10 
8831322206
ISBN 13 
9788831322201
Reliure
Broché
Nombre de pages
144
Éditeur
Borney Gian Mario, Saviolo Stefania
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9788899902759: The branded supply chain. A new perspective in sustainable branding

Edition présentée

ISBN 10 :  8899902755 ISBN 13 :  9788899902759
Editeur : Bocconi University Press, 2021
Couverture souple