CHRISTIANSEN, JOHN K.; VARNES, CLAUS J.; HOLLENSEN, BIRGITTE - In: International Journal of Innovation Management (ijim) 13 (2009) 03, pp. 319-348
How do brand and product development processes interact? How do brands and branding strategies influence product development? Moreover, does a branding strategy facilitate or impede the development process? So far, research on product development has focused on the development of new products...