Botschen, Guenther; Wegerer, Philipp K. - In: International Journal of Retail & Distribution Management 45 (2017) 7/8, pp. 874-891
Purpose The purpose of this paper is to engage in the research gap regarding the missing link between retail innovation and branding by providing a brand-driven process to systematically develop retail format innovation projects. The so-called “Brand-driven Retail Format Innovation” (BRFI)...