Paswan, Audhesh K.; Guzmán, Francisco; Pei, Zhi - In: Journal of Product & Brand Management 30 (2020) 5, pp. 754-767
Purpose: The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of this paper is to answer this question, a strategic typology that integrates branding and innovation (BI) from an...