The Technopocene: Technology’s Transformation of People, Products and Brands
This ebook looks at how technology is transforming people, products and brands and it also features an additional paper contributed by the Journal’s Senior Advisory Board as a part of the celebration for the 25 years of the Journal. The lead paper is from Roderick Brodie and Maureen Benson-Rea, and uses a systematic literature review and an illustrative case study, and offers a new conceptualization of the process of Country of Origin (COO) branding. This is followed by seven papers on the theme of the special issue.
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