Chapter 8. Managing the I*Dimension at Organizational and Brand Levels

If you are an average consumer with no particular interest in business strategies, you probably do not know that the RCA flat-screen TV you bought last weekend at the local Sears store is actually made by TCL Multimedia Technology Holdings. You are even less likely to be aware that TCL is a Chinese company that became the world’s leading manufacturer of TVs, with 17.16 million produced in 2004,[1] ahead of the Korean giant Samsung. How much did you know or want to know about the firm behind the TV before buying it? Not much.

Now, assume that you also acquired a Harley-Davidson motorcycle. How much did you know about the organization that makes it? In all likelihood, you knew ...

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