000			01901nam a22003017a 4500
003			OSt
005			20260512131120.0
008			250918b |||||||| |||| 00| 0 eng d
020			_a1552-7824
020			_a0092-0703
040			_ctbs
041			_aEnglish
100			_aBeverland, Michael _923761
245			_aReconciling the tension between consistency and relevance: _bDesign thinking as a mechanism for brand ambidexterity. _c/ Beverland, M. B., Wilner, S. J., & Micheli, P.
260			_bJournal of the Academy of Marketing Science _c2015
300			_a589-609 pages
520			_aIn order to sustain and grow brand equity, brand managers are faced with balancing the preservation of existing brand identity through consistency with the need to maintain relevance, which requires change and innovation. In this paper we build upon the concept of organizational ambidexterity (March 1991), arguing that design thinking—the logics and practices associated with designers—can serve as a mechanism which promotes and enables the integration of brand consistency and relevance. Drawing on cases of innovation at firms across a range of industries, we show how design thinking can trigger brand ambidexterity across a three-stage process. We identify eight practices and examine how designers enable brand managers to address enduring consistency-relevance tensions in ways that ensure innovations renew or revitalize the brand without undermining its essence.
650		0	_aBranding (Marketing) _96284
650		0	_aBusiness strategy _910467
650		0	_aCognitivism _925919
650		0	_aBusiness innovation _922624
650		0	_aOrganizational theory _92686
650		0	_aCreativity _9922
700			_aWilner, Sarah J. S. _925920
700			_aMicheli, Pietro _925921
856			_uhttps://link-springer-com.hub.tbs-education.fr/article/10.1007/s11747-015-0443-8
942			_2lcc
999			_c4964 _d4964