oa Journal of Marketing - The power of a good enemy : soapbox

Volume 2011, Issue 10
  • ISSN : 1811-9565



Some would say that Britain reached its prime during the Second World War 'Battle of Britain' in the summer of 1940. The country faced a common enemy. They were focused, driven and prepared to accept huge personal sacrifice for the common good, while 'giving up' and despair were beyond comprehension. Recent events in London and other major British cities suggest that this may not be the case today.

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