Drivers and consequences of narrative transportation : understanding the role of stories and domain-specific skills in improving radically new products
Year of publication: |
January 2017
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Authors: | Schweitzer, Fiona ; Hende, Ellis van den |
Published in: |
The journal of product innovation management : an international publication of the Product Development & Management Association. - Oxford : Blackwell Publishing, ISSN 0737-6782, ZDB-ID 722136-8. - Vol. 34.2017, 1, p. 101-118
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Subject: | Produktentwicklung | New product development | Markteintritt | Market entry | Narrative Methode | Narrative method |
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