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More Than a Mouse Trap: Effective Business Models in a Digital World

2010; Taylor & Francis; Volume: 12; Issue: 1 Linguagem: Inglês

10.1080/14241270903558400

1424-1277

Gracie Lawson‐Borders,

Business Strategy and Innovation

An old automotive advertising campaign decried, “This is not your father's Oldsmobile,” as General Motors sought new market share and a turn from the past. The same approach could be taken to talk ...