Capitalizing on the Underdog Effect
http://hbr.org/2010/11/capitalizing-on-the-underdog-effect/ar/1 An insightful article on branding as it relates to Novus software, a new brand on the scene among heavyweights.
http://hbr.org/2010/11/capitalizing-on-the-underdog-effect/ar/1 An insightful article on branding as it relates to Novus software, a new brand on the scene among heavyweights.
