Jain, Varsha2024-10-112024-10-112024Aaker, D., & Jain, V. (2024). Branding and disruptive innovation: Owning game-changing subcategories. Wiley India.http://ir.mica.ac.in/handle/123456789/8508enBranding and disruptive innovation: Owning game-changing subcategoriesBook