Open innovation in the brand management context
Year of publication: |
2019
|
---|---|
Authors: | Calantone, Roger J. ; Nguyen, Hang T. |
Published in: |
Handbook of research on new product development. - Cheltenham, UK : Edward Elgar Publishing, ISBN 978-1-78471-816-9. - 2019, p. 250-263
|
Subject: | Produktentwicklung | New product development | Open Innovation | Open innovation | Markenführung | Brand management |
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