Title
The Old Manager and the Sea: Steering Branding the Hemingway Way
Document Type
Internet Resource
Annotation
Characterizing Hemingway as an Insta-influencer and "outstanding businessperson," Brown identifies seven attributes of the author's public persona that can be successfully adapted for contemporary brand management. Notes Hemingway's success as both a popular author and brand ambassador (e.g., Ballantine Ale) and points to the continuous flow of Hemingway merchandise to support his contention that corporate America has much to learn from the "authorpreneur."
Published in
Business Horizons
Date
2021
COinS
Citation
Brown, Stephen. "The Old Manager and the Sea: Steering Branding the Hemingway Way." Business Horizons (2021): https://doi.org/10.1016/j.bushor.2021.05.002