One brand and a Mini revolution : the starting point

One of the marketing success stories of the year has been small, colourful, patriotic, made of fabric, mobile and hugely innovative. What began as a cute accessory for a cheeky car brand, metamorphosised into a symbol of national pride.

• 저널Journal of Marketing · 2010(—) · 3–
• 토픽Business Strategies and Innovation · Strategy and Management
• 저자Jeremy Maggs