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The Business of Culture
Juan Luis SuárezArticle IVEY-9B15TD05-EMarketingCulture has long been considered marginal to the functional areas of business, but in the digital age culture is the new corporate interface. This article addresses common misconceptions about culture and suggests that we view it as information, while assuming that information makes and destroys communities. Firms must devise cultural strategies that allow them to deal with the communities that make up their ecosystem and take advantage of the di...Starting at €8.20