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- Color Strategy
Color Strategy
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While color is the focus of many books, studies andinquiries, only few attempt to understand how toleverage color as a strategic lever. This researchexamined the role color plays in product or branddevelopment, as well as, the practices and proceduresorganizations employ to effectively devise andexecute a strategy to leverage color. It presupposedthat consumers have strong emotional associations tocolor that are leverageable by firms. It thereforeexplored how color professionals perceive consumers'reaction to color in products and brands so as touncover how emotions can be tapped and engaged to addand extract strategic value. In summary, thisresearch identified effective practices of colorstrategy while uncovering gaps that need to beattended to in order for firms to successfully employcolor in pursuit of strategic goals.
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