Branding Instead of Product Innovation: A Study on the Brand Personalities of the UK's Electricity Market

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Authors: Richard Rutter, Konstantinos J. Chalvatzis, Stuart Roper, Fiona Lettice

Journal title: European Management Review

Journal number: 15/2

Journal publisher: Palgrave Macmillan Ltd.

Published year: 2018

Published pages: 255-272

DOI identifier: 10.1111/emre.12155

ISSN: 1740-4754