Naslov
The Puma Story: The remarkable turnaround of an endangered species into one of the world's hottest sportlifestyle brands

Autori
First, Ivana

Izvornik
The journal of product & brand management (1061-0421) 18 (2009), 3; 233-234

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prikaz, ostalo

Ključne riječi
Puma; turnaround; sportlifestyle brand; critical review

Sažetak
This is the story of Puma. Overall, it is an easy-to-read book that provides an interesting insight into a life of a particular brand. In general, a reader might get a feeling that too much emphasis is given on historical affairs and facts and not so much on strategies. This is particularly true for the first part of the book. However, more explicit analytical emphasis on strategic decisions and reasoning behind would make even the second part of the book better learning content for both brand management practitioners and university students. Nevertheless, it is a refreshing experience to read a book on a topic of professional interest from a different, historical journalist point of view, so this book is to be recommended to both students and practitioners such as brand managers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA