Reconciling the tension between consistency and relevance : design thinking as a mechanism for brand ambidexterity
Year of publication: |
2015
|
---|---|
Authors: | Beverland, Michael B. ; Wilner, Sarah J. S. ; Micheli, Pietro |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 43.2015, 5, p. 589-609
|
Subject: | Design | Design thinking | Brand consistency | Brand relevance | Innovation | Product innovation | Exploitation | Exploration | Ambidexterity | Innovationsmanagement | Innovation management | Markenführung | Brand management | Organisationale Ambidextrie | Ambidextrous organization | Produktentwicklung | New product development | Produktgestaltung | Product design | Luxusgüter | Luxury goods |
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