TITLE

Mocha Moxie: Metaphors of Leadership

AUTHOR(S)
Locander, William B.; Luechauer, David
PUB. DATE
January 2007
SOURCE
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p43
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses the usage of metaphors and similes in marketing. Metaphor is often used by marketers to describe what a product can do in terms that are immensely appealing to consumers. The author uses chocolate as a metaphor for leadership, stating that, like a box of chocolates, some leaders are good and some are terrible, leaders must be strong on the inside rather than just outwardly appealing, and leaders should have a strong foundation that is built upon by their unique talents.
ACCESSION #
24109730

 

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