(New York, 2009). SXTC's newest published article has just been released worldwide in the prestigious Boeing Institute's Multinational Business Review Spring/Summer edition. The ground-breaking article titled "Brand Management is not a Democracy: Can Boundrylessness create a successful brand?" focuses on the debate regarding the level of open "Boundryless" management that brand management requires. The 10,000 word article argues that due to the multiple skills and high-skill levels expert brand management requires, all key brand and marketing decisions must be directed and controlled via the brand directors and brand managers (with carefully acquired and controlled input from all brand stakeholders).
Overall, the article's thesis is that brand management with its vast responsibilities, required skill level, and value-add demands (like the legal profession) that a "top-down" approach must be used whereby only expert brand leadership runs and controls the function. With upwards of 80% of a firm's value being due to brand and its related intangibles (market capitalisation minus book value equals intangibles), brand management and marketing are just too important to let non-experts interfere with their optimum functioning.
To reqest a copy of the article in PDF simply follow this link: SXTC's newest article
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