TITLE

No need to be a risky business

AUTHOR(S)
Hegarty, John
PUB. DATE
July 2004
SOURCE
Brand Strategy;Jul/Aug2004, Issue 184, p14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Argues that businesses should encourage excitement rather than risk in uncertain environment. Definition of risk; Problems with risk management; Companies that embraced excitement.
ACCESSION #
13736371

 

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