Strategic risks of hierarchy

• Book ID: 102473133
• Publisher: John Wiley and Sons
• Year: 1998
• Weight: 251 KB
• Volume: 1998
• Category: Article
• ISSN: 1087-8149
• DOI: 10.1002/ltl.40619981014

✦ Synopsis

The culture of an organization," Aaker says, "more than procedures or structures is ultimately what drives the attainment of sustainable advantage. . . . At some organizations, there is a tendency to give lip service to budding brands. If one listens caremy, though, one finds the assumption that brand budding d occur only afier the business 'makes the numbers.' When sales and profits are threatened, brand investment is cut back to compensate."