Maria Cristina Longo's Books

Strategic Brand Licensing

Building Brand Value through Enduring Partnerships

By: Maria Cristina Longo,Pete Canalichio

Write a review Read reviews Take a Quiz Solve Book Puzzle

Strategic Brand Licensing

Building Brand Value through Enduring Partnerships

By: Maria Cristina Longo,Pete Canalichio

This book presents a roadmap for a brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand both the risks and the benefits of partnerships, how to make the most of a brand's potential in the digital platform, and how to extend a product portfolio through established brands. Brand licensing can be of interest to many stakeholders, including large companies, entrepreneurs, retailers, agencies and even celebrities. This is also a relevant strategy for small and medium-sized enterprises that want to expand their business abroad, reconciling their limited size with their flexibility. Examples of long-standing partnerships are presented and analyzed, with detailed consideration of what has made them so successful. Through the presentation of case studies in the sectors particularly interested in brand licensing, including the art, character, entertainment, fashion, jewelry, sports and toys sectors, this book aims to highlight opportunities, limits and challenges from both the licensor and licensee’s perspectives. In particular, these case studies represent an effective basis for comparing different experiences and brand licensing strategies, allowing readers to understand both best practices and pitfalls to avoid when building an effective and enduring licensing program. Chapter objectives, summaries, key learning points and discussion questions reinforce understanding and aid reflection. Practical yet theoretically grounded, this book is particularly suitable for postgraduate, MBA and executive education students interested in strategic brand management, licensing strategy and brand expansion. This book can also serve as a valuable guide for professionals interested in expanding their brand portfolio. This book provides effective tools to evaluate the strategic side of brand licensing and the selection of the appropriate company to be a licensee. Online resources include PowerPoint slides, a test bank of exam questions, a case list and discussion questions.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

184

Publisher

Taylor & Francis

Published Date

ISBN 10

1040022731

ISBN 13

9781040022733

Being a Sustainable Firm

Takeaways for a Sustainability-Oriented Management

By: Maria Cristina Longo,Eleonora Cardillo

Write a review Read reviews Take a Quiz Solve Book Puzzle

Being a Sustainable Firm

Takeaways for a Sustainability-Oriented Management

By: Maria Cristina Longo,Eleonora Cardillo

Being a Sustainable Firm: Takeaways for a Sustainability-oriented Management addresses strategies and management issues related to the latest innovations in the field of sustainability. It jointly provides theoretical and empirical contributions to give an overall view of the main issues and methods in sustainability management. It highlights opportunities, limits and challenges related to a management of sustainability innovation. It analyzes how firms become sustainable by applying the circular economy framework and accountability tools. It also presents a series of case studies in sectors particularly interested in sustainable development, including fashion, hospitality, and private-public partnerships for local sustainable communities. The book discusses the 2030 Agenda key goals, paying attention to SDG 9: Industry, innovation and infrastructure, SDG 11: Sustainable cities and communities, and SDG 12: Ensure sustainable consumption and production patterns for their interrelations and their managerial implications at organizational and industry level. The volume also deals with the EU SDG indicators set and interconnections in order to have a deeper understanding of the social and environmental reporting systems for specific sectors. Based on this approach, the book examines critical issues in sustainability assessment, corporate challenges and sustainability models. The book provides useful support for scholars in managerial disciplines, such as strategy, operations and digitalization, international business, as well as in areas that involve social and environmental reporting systems and performance evaluation. It will be a valuable guide for researchers wishing to enhance their knowledge in this area of research and gives takeaways for managers and practitioners for implementing sustainable practices and actions. - Uses case studies, guidelines and sustainability reporting tools to compare different sustainability areas and understand critical issues, approaches and performance evaluation systems within the circular economy framework - Devotes specific chapters to SDG goals 9, 11 and 12 and the related sets of indicators to outline the coordinates within which firms manage sustainability in specific business areas. - Provides useful insights on ESG parameters and corporate sustainability to entrepreneurs, managers, practitioners, and stakeholders in the cutting-edge sectors of sustainability management

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

170

Publisher

Elsevier

Published Date

ISBN 10

0443140634

ISBN 13

9780443140631

Being a Sustainable Firm

Takeaways for a Sustainability-Oriented Management

By: Maria Cristina Longo,Eleonora Cardillo

Write a review Read reviews Take a Quiz Solve Book Puzzle

Being a Sustainable Firm

Takeaways for a Sustainability-Oriented Management

By: Maria Cristina Longo,Eleonora Cardillo

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

170

Publisher

Elsevier

Published Date

ISBN 10

0443140634

ISBN 13

9780443140631

Strategic Brand Licensing

Building Brand Value through Enduring Partnerships

By: Maria Cristina Longo,Pete Canalichio

Write a review Read reviews Take a Quiz Solve Book Puzzle

Strategic Brand Licensing

Building Brand Value through Enduring Partnerships

By: Maria Cristina Longo,Pete Canalichio

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

184

Publisher

Taylor & Francis

Published Date

ISBN 10

1040022731

ISBN 13

9781040022733

Book's by Maria Cristina Longo

Strategic Brand Licensing

Strategic Brand Licensing

Being a Sustainable Firm

Being a Sustainable Firm

Being a Sustainable Firm

Being a Sustainable Firm

Strategic Brand Licensing

Strategic Brand Licensing

Username

Password

Username

Password

Password again

Birthday

Email