Strategic brand innovation : an explorative study of up- and downstream brand innovation practices in SME wineries
Marc Dreßler and Ivan Paunovic
| Year of publication: |
2023
|
|---|---|
| Authors: | Dressler, Marc ; Paunović, Ivan |
| Subject: | Brand management | Digitalization | Innovation management | Knowledge-based systems | MAXQDA | Multi case analysis | Markenführung | Innovationsmanagement | KMU | SME | Digitalisierung | Digitization |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJWBR-07-2021-0037 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014335602