![]() ![]() ![]() 193), Facebook announced a name change to “Meta” while elaborating on a new vision that entailed building up the “metaverse,” a three-dimensional space representation based on virtual and augmented reality ( Choi and Kim, 2017). 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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