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: |
2017
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Authors: | Kröper, Madeleine ; Bilgram, Volker ; Wehlig, Ramona |
Published in: |
Strategy and communication for innovation : integrative perspectives on innovation in the digital economy. - Cham, Siwtzerland : Springer, ISBN 978-3-319-49540-8. - 2017, p. 403-414
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Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Produktentwicklung | New product development | Innovation |
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