Empowering members of a brand community to gain consumer insights and create new products : the case of the Vorwerk thermomix research community
Madeleine Kröper, Volker Bilgram and Ramona Wehlig
| Year of publication: |
2017
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|---|---|
| Authors: | Kröper, Madeleine ; Bilgram, Volker ; Wehlig, Ramona |
| Published in: |
Strategy and communication for innovation : integrative perspectives on innovation in the digital economy. - Cham, Siwtzerland : Springer, ISBN 978-3-319-49540-8. - 2017, p. 403-414
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| Subject: | Social Web | Social web | Produktentwicklung | New product development | Kundenintegration | Customer integration | Innovationsmanagement | Innovation management | Online-Marketing | Internet marketing | Hausgeräteindustrie | Home appliance industry |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-319-49542-2_24 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011663062