Iyer, Pramod; Davari, Arezoo; Zolfagharian, Mohammadali; … - In: Journal of Business & Industrial Marketing 36 (2020) 6, pp. 946-961
Purpose: The purpose of this study is to examine the extent to which an organization’s pursuit of radical and disruptive innovations and refinement of existing processes and incremental innovations influence the brand management capability, and subsequently, the brand performance in...