Leveraging market-based assets to de-risk the firm's operations

Author

Rajendra Kumar SRIVASTAVA, Singapore Management UniversityFollow

Publication Type

Magazine Article

Version

Publisher’s Version

Publication Date

11-2014

Abstract

In times of uncertainty and volatility,the active management of marketbasedassets, such as brands andchannel relationships, take on a newsignificance in managing risk.

Discipline

Advertising and Promotion Management | Business Administration, Management, and Operations | Marketing

Research Areas

Marketing

Publication

Asian Management Insights (Singapore Management University)

Volume

1

Issue

2

First Page

34

Last Page

40

ISSN

2315-4284

Publisher

Singapore Management University, Centre for Management Practice

City or Country

Singapore

Citation

SRIVASTAVA, Rajendra Kumar. Leveraging market-based assets to de-risk the firm's operations. (2014). Asian Management Insights (Singapore Management University). 1, (2), 34-40.
Available at: https://ink.library.smu.edu.sg/ami/54

Copyright Owner and License

Singapore Management University

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://cmp.smu.edu.sg/ami/article/20161111/leveraging-market-based-assets