Joining hands for the greater good : examining social innovation launch strategies in B2B settings
Year of publication: |
2020
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Authors: | Crisafulli, Benedetta ; Dimitriu, Radu ; Singh, Jaywant |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 89.2020, p. 487-498
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Subject: | Social innovations | Brand alliances | Warmth | Competence | Purchase intentions | Experiment, B2B | Innovation | B-to-B-Marketing | Business-to-business marketing | Innovationsmanagement | Innovation management | Markenführung | Brand management | Lieferantenmanagement | Supplier relationship management |
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