Case study: The mobile phone industry

Understanding the Effect of Television Advertising on Women's Attitudes and Purchase Intentions Towards Beer: A Study of Three Major Brands.
Helm, C. and Evans, L. 2016. Understanding the Effect of Television Advertising on Women's Attitudes and Purchase Intentions Towards Beer: A Study of Three Major Brands. Academy of Marketing Brand SIG 11th Global Brand Conference. University of Bradford 27 - 29 Apr 2016

Extending Porter’s generic strategies: from three to eight
Moon, H.C., Hur, Y.K., Yin, W. and Helm, C. 2014. Extending Porter’s generic strategies: from three to eight. European Journal of International Management. 8 (2), pp. 205-225. https://doi.org/10.1504/EJIM.2014.059583

Exploring the impact of silos in achieving brand orientation
Gyrd-Jones, R.I., Helm, C. and Munk, J. 2013. Exploring the impact of silos in achieving brand orientation. Journal of Marketing Management. 29 (9-10), pp. 1056-1078. https://doi.org/10.1080/0267257X.2013.811283

Outsourcing Strategies of Full-Service Airlines: An Application of Two Theoretical Perspectives
Rieple, A. and Helm, C. 2010. Outsourcing Strategies of Full-Service Airlines: An Application of Two Theoretical Perspectives. in: Walsh, C.R. (ed.) The Airline Industry: Strategies, Operations and Safety Nova Science Publishers. pp. 99-117

Extending the value chain: a conceptual framework for managing the governance of co-created brand equity
Helm, C. and Jones, R. 2010. Extending the value chain: a conceptual framework for managing the governance of co-created brand equity. Journal of Brand Management. 17 (8), pp. 579-589. https://doi.org/10.1057/bm.2010.19

Brand governance: the new agenda in brand management
Helm, C. and Jones, R. 2010. Brand governance: the new agenda in brand management. Journal of Brand Management. 17 (8), pp. 545-547. https://doi.org/10.1057/bm.2010.20

Institutionalizing idealism: the adoption of CSR practices
Haberberg, A., Gander, J., Rieple, A., Helm, C. and Martin-Castilla, J.I. 2010. Institutionalizing idealism: the adoption of CSR practices. Journal of Global Responsibility. 1 (2), pp. 366-381. https://doi.org/10.1108/20412561011079443

Outsourcing for competitive advantage: an examination of seven legacy airlines
Rieple, A. and Helm, C. 2008. Outsourcing for competitive advantage: an examination of seven legacy airlines. Journal of Air Transport Management. 14 (5), pp. 280-285. https://doi.org/10.1016/j.jairtraman.2008.06.002

Case study: De Beers: are strategic resources forever?
Helm, C. 2008. Case study: De Beers: are strategic resources forever? in: Haberberg, A. and Rieple, A. (ed.) Strategic management: theory and application Oxford University Press.

From tech-led to brand-led—has the internet portal business grown up?
Helm, C. 2007. From tech-led to brand-led—has the internet portal business grown up? Journal of Brand Management. 14 (5), pp. 368-379. https://doi.org/10.1057/palgrave.bm.2550077

Case study: The British Broadcasting Corporation in the twenty-first century
Helm, C. 2006. Case study: The British Broadcasting Corporation in the twenty-first century. European Case Clearing House.

Case study: Pret a Manger: passionate about food
Helm, C. 2006. Case study: Pret a Manger: passionate about food. in: Jobber, D. and Fahey, J. (ed.) Foundations of marketing McGraw Hill Education.

The British Broadcasting Corporation
Helm, C. 2001. The British Broadcasting Corporation. in: Haberberg, A. and Rieple, A. (ed.) The strategic management of organisations Harlow, UK Financial Times / Prentice Hall.