The New Kids on the Block - Exploring the brand identity of disruptive innovators
Abstract Aim: The aim of this paper is to examine the corporate brand identity of disruptive innovators that have changed entire industries. Moreover, this paper strives to answer the question, whether a universal pattern of corporate brand identities for these “New kids on the block” can be identified and if so, what it looks like. Approach: Firstly, a literature review is conducted in order t