Citizen Brands: Putting Society at the Heart of your Business

What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition?
Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the busines...