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Externally directed and internally directed market launch management : The role of organizational factors in influencing new production success
Kuester, Sabine; Homburg, Christian; Heß, Silke C. - In: The journal of product innovation management : an … 29 (2012) 6, pp. 38-52
Persistent link: https://www.econbiz.de/10010219668
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Brands as means of self-expression : a cross-cultural comparison
Kuester, Sabine; Heß, Silke C.; Young, Jennifer; … - 2008
Persistent link: https://www.econbiz.de/10003754978
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THE ROLE OF DEFAULTS IN PREVENTING INNOVATION REJECTION
KUESTER, SABINE; HESS, SILKE C.; HERRMANN, ANDREAS - In: International Journal of Innovation Management (ijim) 19 (2015) 02, pp. 1550023-1
Innovation rejection remains a serious problem for companies introducing new products, as customers may overvalue products they already own and underestimate the innovation's advantage. Choice data from two experiments demonstrate that innovation rejection is determined by (dis)satisfaction with...
Persistent link: https://www.econbiz.de/10011279071
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Adoptionsbarrieren bei Produktinnovationen : kundenseitige und unternehmerische Herausforderungen des Neuproduktmanagements
Kuester, Sabine; Heß, Silke C. - In: Vielfalt und Einheit in der Marketingwissenschaft : ein …, (pp. 77-96). 2007
Persistent link: https://www.econbiz.de/10003531840
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Kommentar zu Manfred Perlitz (1989) : "The marketing implications of the ageing European population"
Kuester, Sabine - In: Managing challenges in a globalized world : dedicated …, (pp. 139-143). 2008
Persistent link: https://www.econbiz.de/10003786023
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Marketing management : a contemporary perspective
Homburg, Christian; Kuester, Sabine; Krohmer, Harley - 2009
Persistent link: https://www.econbiz.de/10003744558
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An input-process-output investigation of NPD team performance
Kuester, Sabine; Schuhmacher, Monika C.; Lenz, Christine; … - 2008
Persistent link: https://www.econbiz.de/10003784548
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The impact of brand value on corporate performance
Kuester, Sabine; Landauer, Nina; Becker, Andreas - 2009
Persistent link: https://www.econbiz.de/10003861667
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Der Einfluss des Markenwertes auf die Unternehmensperformance
Kuester, Sabine; Landauer, Nina; Becker, Andreas - 2009
Persistent link: https://www.econbiz.de/10003879457
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Die Kommunikationswirkung des Sponsor-Event-Fits : eine Analyse anhand einer Weltmeisterschaft
Kuester, Sabine; Schumacher, Monika C.; Tremel, Maurus - 2010
Persistent link: https://www.econbiz.de/10008688788