- Title
- The Old Manager and the Sea: Steering Branding the Hemingway Way
- Author/Creator
- Stephen Brown
- Publication Details
- Business Horizons
- 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."
- Academic Unit
- Hemingway Bibliography
- Language
- English
- Resource Type
- Journal article
- Record Identifier
- 991015130703603691
Journal article
The Old Manager and the Sea: Steering Branding the Hemingway Way
Business Horizons
2021
Appears in Hemingway Bibliography
Metrics
2 Record Views