Varumärkesorienteringens strategiska betydelse i icke-vinstdrivande organisationer ´En explorativ studie
Background A brand oriented company is recognized by its regard of strong brands and the ability to build strong brands as strategic resources. For a long time, companies in the private sector have had a monopoly on brand focused activities and research in this area has often been targeted to this specific sector. Another category of organizations has recently discovered the perks of building stro
