Empowering members of a brand community to gain consumer insights and create new products : the case of the Vorwerk Thermomix research community
Year of publication: |
2013
|
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Authors: | Kröper, Madeleine ; Bilgram, Volker ; Wehlig, Ramona |
Published in: |
Strategy and communication for innovation. - Heidelberg : Springer, ISBN 3-642-41478-8. - 2013, p. 415-426
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Subject: | Vorwerk & Co. KG | Hausgeräteindustrie | Home appliance industry | Innovationsmanagement | Innovation management | Produktentwicklung | New product development | Kundenintegration | Customer integration | Social Web | Social web | Online-Marketing | Internet marketing |
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