NATURNAER-Natur og næring
Umbrella branding of regional product concepts: Marketing and inter-organizational challenges in implementation of the Fjord Norway Brand
Branding has been recognized as the management philosophy and the critical agenda for the Executive Board in most industries worldwide (de Chernatony, 2001). However, the knowledge and use of the branding strategic option is to some extent limited in many Norwegian industries (MMI, 2001), and pa...
