This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were...

As Internet usage has become an integral part of our life, which is no longer restricted to networking and social media but assists in online shopping, it has changed the way how consumers recognized, conveyed and made their buying choices. E-commerce business transaction success is determined...