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How Brands Become Icons: The Principles of Cultural Branding by D. B. Holt

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APPENDIX

Methods

Building Theory with Cases

Theory is sometimes a dirty word in management circles, associated with arcane abstractions that are irrelevant to real business decisions. But managers do require theories—simplified models that guide decisions—to manage. The challenge is to build theories that speak directly to management issues rather than tangential abstractions of only academic concern. In this book, my goal is to build a theory that explains how brands become icons, a central concern of many brand managers. To this end, I followed the time-tested approach used often in organizational studies and other social sciences: building theory with cases. I began by drawing on existing theories in the culture-focused academic disciplines ...

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