Paper info: Response to Cova/Salle: "From Scientific Controversies to Brand Communities: Welcome to a Branded World!"
Response to Cova/Salle: "From Scientific Controversies to Brand Communities: Welcome to a Branded World!"
University of Bath
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
I believe that the paper provides a stimulating starting point to a debate that could proceed in a number of different directions. My concerns mainly centre on the issue of conceptual clarity about the idea of the brand, the notion of research in general and the view of business research in particular. I also believe that the paper is based on a simplistic view of the nature of strategy. The paper builds extensively on the idea of Service Dominant Logic and both the concept itself and the authors' discussion of it reveal some things about the nature of research in business and more generally.