Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market
Year of publication: |
2013
|
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Authors: | Rahman, Mizan ; Hasan, Md. Rajibul ; Floyd, David |
Published in: |
Strategic change : SC ; briefings in entrepreneurial finance. - Chichester : Wiley, ISSN 1086-1718, ZDB-ID 1313555-7. - Vol. 22.2013, 3/4, p. 225-239
|
Subject: | Innovation | Marketingmanagement | Marketing management | Zielgruppe | Target group | USA | United States | Strategisches Management | Strategic management | Markenführung | Brand management |
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