PL EN


2012 | 33 | 95-103
Article title

Metaphor as a persuasive tool in business strategy

Content
Title variants
Languages of publication
EN
Abstracts
EN
The article aims to discuss the levels of application, efficiency, as well as potential dangers and methods of avoiding them which can be encountered while applying metaphors in formulating a business strategy. The theory underlying the research is the Conceptual Theory of Metaphor by Lakoff and Johnson (1980) and the analysis was based on an article presenting a new business strategy – the Blue Ocean Strategy devised by Kim and Mauborgne (2005a).
Year
Volume
33
Pages
95-103
Physical description
Contributors
  • University of Silesia
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-d66afbf3-eae3-4849-91da-f32e09483602
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