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California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
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B2B Brand Architecture
Muylle, Steve , Niraj Dawar, and Deva Rangarajan
54/2 (Winter 2012): 58-71.
Corporate Reputations: Built In or Bolted On?
Dowling, Grahame , and Peter Moran
54/2 (Winter 2012): 25-42.
Flexible Footprints: Reconfiguring MNCs for New Value Opportunities
Maitland, Elizabeth , and Andre Sammartino
54/2 (Winter 2012): 92-117.
Misguided Policy? Following Venture Capital into Clean Technology
Hargadon, Andrew B., and Martin Kenney
54/2 (Winter 2012): 118-135.
Taboo Scenarios: How To Think about the Unthinkable
Schoemaker, Paul J.H., and Philip E. Tetlock
54/2 (Winter 2012): 5-24.
The Renaissance CIO Project: The Invisible Factors of Extraordinary Success
Spitze, James Moffat, and Judith J. Lee
54/2 (Winter 2012): 72-91.
Win the Brand Relevance Battle and then Build Competitor Barriers
Aaker, David A.
54/2 (Winter 2012): 43-57.