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Bangkok Post: Chulalongkorn and Cambridge emphasise corporate brand values


Vincent Mak, Professor of Marketing & Decision Sciences at Cambridge Judge, recently discussed corporate brand values for success and sustainability at Chulalongkorn Business School in Thailand. A company’s brand is a kind of “nudge” for consumer purchasing behaviours, Professor Mak said. “Whereas in the past brands were like the consumer’s master, today they must act as a servant. They should allow customers to create their own experiences and lives.”

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