Mats Urde

Mats Urde

Lund University - Lund / Sweden
Business & Management / Strategic Management
AD Scientific Index ID: 1405463
Lunds Universitet
person_outline Mats Urde's MOST POPULAR ARTICLES
1-) Brand orientation: A mindset for building brands into strategic resourcesM UrdeJournal of marketing management 15 (1-3), 117-133, 19999791999
2-) Core value‐based corporate brand buildingM UrdeEuropean Journal of marketing, 20039492003
3-) Corporate brands with a heritageM Urde, SA Greyser, JMT BalmerJournal of Brand Management 15 (1), 4-19, 20076822007
4-) Brand orientation and market orientation—From alternatives to synergyM Urde, C Baumgarth, B MerrileesJournal of Business research 66 (1), 13-20, 20135842013
5-) Brand orientation–a strategy for survivalM UrdeJournal of consumer marketing 11 (3), 18-32, 19945401994