Scanalyse - a case study of the role of social capital, strategic networking, and word of mouth communication in the diffusion of an innovation
Year of publication: |
2017
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Authors: | Mazzarol, Tim ; Malone, Peter ; Reboud, Sophie |
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. 147-174
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Subject: | Sozialkapital | Social capital | Innovationsdiffusion | Innovation diffusion | Virales Marketing | Viral marketing | Soziales Netzwerk | Social network |
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