Introduction: All You Need Is C(l)ash

Christian Dussart

A chapter in Creative Cost-Benefits Reinvention, 2010, pp 1-15 from Palgrave Macmillan

Abstract: Abstract You have probably seen the famous image from Japan of three monkeys sitting side by side. They embody the principle “see no evil, hear no evil, speak no evil.” The first monkey is covering his eyes, the second is covering his ears, and the third is covering his mouth. Sometimes there is a fourth one that symbolizes the principle “do no evil”; this one may be covering his abdomen or just crossing his arms.

Keywords: Business Model; Brand Equity; Business Logic; Brand Personality; Customer Engagement (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-11463-0_1

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DOI: 10.1057/9780230114630_1

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