Reconciling the tension between consistency and relevance : design thinking as a mechanism for brand ambidexterity
Michael B. Beverland; Sarah J. S. Wilner; Pietro Micheli
| Year of publication: |
2015
|
|---|---|
| Authors: | Beverland, Michael B. ; Wilner, Sarah J. S. ; Micheli, Pietro |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 43.2015, 5, p. 589-609
|
| Subject: | Design | Design thinking | Brand consistency | Brand relevance | Innovation | Product innovation | Exploitation | Exploration | Ambidexterity | Markenführung | Brand management | Produktentwicklung | New product development | Organisationale Ambidextrie | Ambidextrous organization | Innovationsmanagement | Innovation management | Produktgestaltung | Product design | Markenartikel | Brand | Design Thinking | Markenimage | Brand image |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011340270