Can All Brands Innovate in the Same Way? A Typology of Brand Position and Innovation Effort
Year of publication: |
2010
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Authors: | Decker, Reinhold ; Gnibba-Yukawa, Kumiko |
Published in: |
The journal of product innovation management : an internat. publication of the Product Development & Management Association. - Oxford : Blackwell Publishing, ISSN 0737-6782, ZDB-ID 7221368. - Vol. 27.2010, 1, p. 33-49
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