Technology Market Intermediaries (TMI) are currently emerging on the markets for technologies attempting to realize business opportunities and facilitate the technology and IP transactions supporting firms and other markets actors (e.g. universities). They aim to support open innovation,...

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...