Till the cloud do us part : technological disruption and brand retention in the enterprise software industry
Barış Kocaman, Sarah Gelper, Fred Langerak
| Year of publication: |
2023
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|---|---|
| Authors: | Kocaman, Barış ; Gelper, Sarah ; Langerak, Fred |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 40.2023, 2, p. 316-341
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| Subject: | Brand retention | Cloud computing | Market disruption | Innovation diffusion | Multimarket competition | B2B marketing | Cloud Computing | Innovationsdiffusion | Markenführung | Brand management | Softwareindustrie | Software industry | Disruptive Innovation | Disruptive innovation | B-to-B-Marketing | Business-to-business marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2022.11.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014316587