Creating value for brand practice by design research : new brand sprint as an illustrative example
Carsten Baumgarth, Dirk-Mario Boltz, Cosima Kaibel
| Year of publication: |
2023
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|---|---|
| Authors: | Baumgarth, Carsten ; Boltz, Dirk-Mario ; Kaibel, Cosima |
| Published in: |
Journal of creating value. - London : Sage Publishing, ISSN 2454-213X, ZDB-ID 2822183-7. - Vol. 9.2023, 2, p. 166-182
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| Subject: | Academic-partitioner-gap | brand positioning | design research | new brand sprint | Markenführung | Brand management | Markenartikel | Brand | Produktentwicklung | New product development | Produktgestaltung | Product design | Konsumentenverhalten | Consumer behaviour | Innovation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/23949643231199513 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014582535