Publications
Publications
- October 1992 (Revised July 2001)
- HBS Case Collection
Gap, Inc., The: Building a Brand
By: Walter J. Salmon and David Wylie
Abstract
Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising.
Keywords
Citation
Salmon, Walter J., and David Wylie. "Gap, Inc., The: Building a Brand." Harvard Business School Case 593-043, October 1992. (Revised July 2001.)