“Repositioning for the future requires more than just a new look—it requires a new mindset. In this case study co-contributed by Abdullah Verachia for Emerald Emerging Markets Case Studies, the research explores how a key African brand pivoted its strategy during a time of global crisis. It offers essential lessons for leaders on building a purpose-led brand that can withstand market volatility.
Catch the full article here: https://www.emerald.com/eemcs/article-abstract/doi/10.1108/EEMCS-10-2022-0375/461432/Repositioning-for-the-future-African-hand-washing?redirectedFrom=fulltext“
