The Threat

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 2 in Defending Your Brand, 2012, pp 13-27 from Palgrave Macmillan

Abstract: Abstract THERE IS NOTHING MORE IMPORTANT than protecting a profitable business; defending your brand must be your top priority as a manager. People love growth; they love finding new revenue and profit. But growth is priority number two. Focusing on new opportunities without defending the base puts an enterprise at serious risk.

Date: 2012
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DOI: 10.1007/978-1-137-51186-7_2

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