Strategy & Leadership: Volume 28 Issue 4

The power of the brand

A brand is made up of three things: what a company sells, what a company does, and what a company is. A brand represents a set of promises. It implies trust, consistency, and a…

Cyberbranding: leveraging your brand on the Internet

As Internet usage grows, brands are becoming even more important than they have been in other channels or environments. With more choices from many unknown providers, customers…

To build brand equity, marketing alone is not enough

New technologies and distribution channels are creating an environment in which branding will become more important. At the same time, consumers are becoming increasingly…

Value nets: reinventing the rusty supply chain for competitive advantage

The traditional supply chain starts with components, which are assembled and pushed through distribution channels in the hope that someone will buy them. A value net, by contrast…

E‐transformation basics: key to the new economy

As the new economy shifts gears, we enter an era when the careful examination of value creation is not enough. By 2003, the portion of the economy driven by the electronic medium…

E-commerce: changing the rules of strategy implementation

Using chaos to stimulate emerging Internet business

Quick takes

Embracing paradox: innovation leadership in large corporations

A few words about the new leadership

Editors' page