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: |
2013
|
|---|---|
| Authors: | Kröper, Madeleine ; Bilgram, Volker ; Wehlig, Ramona |
| Published in: |
Strategy and communication for innovation. - Heidelberg : Springer, ISBN 3-642-41478-8. - 2013, p. 415-426
|
| Subject: | Vorwerk SE & Co. KG | Hausgeräteindustrie | Home appliance industry | Innovationsmanagement | Innovation management | Produktentwicklung | New product development | Kundenintegration | Customer integration | Social Web | Social web | Online-Marketing | Internet marketing |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10010246306