On October 28, 2021, Mark Zuckerberg, the CEO of the “social network of the world” ( Read, 2013, p. Almost two decades later, this innovative entrepreneurial act appears more modern than ever in light of recent events. This was the case in 2003, representing a last-ditch effort on the part of the tobacco giant Philipp Morris after years of negative publicity highlighting unhealthy practices and fraudulent claims in a rebranding to “Altria” applied without significantly altering its business practices ( Cordasco, 2003). The full terms of this license may be seen at Ī new artificial name that arouses interest, a modern, innovation-signaling logo, and a CEO announcing that the entire business will radically change: such a combination of events may be unusual but is not unprecedented in the world of business. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) license. Copyright © 2022, Sascha Kraus, Dominik K.
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