Strategic brand innovation – an explorative study of up- and downstream brand innovation practices in SME wineries
| Document Type: | Article |
|---|---|
| Language: | English |
| Author: | Marc Dreßler, Ivan Paunovic |
| Parent Title (English): | International Journal of Wine Business Research |
| Volume: | 35 |
| Issue: | 1 |
| First Page: | 66 |
| Last Page: | 88 |
| ISSN: | 1751-1062 |
| DOI: | https://doi.org/10.1108/IJWBR-07-2021-0037 |
| Publisher: | Emerald Publishing |
| Date of first publication: | 2022/05/17 |
| Copyright: | Copyright © 2022, Emerald Publishing Limited |
| Funding: | This research was funded by “Forschungsring des deutschen Weinbaus”, Project IM-GPS. |
| Keywords: | Brand management; Digitalization; Innovation management; Knowledge-based systems; MAXQDA; Multi case analysis |
| Departments, institutes and facilities: | Centrum für Entrepreneurship, Innovation und Mittelstand (CENTIM) |
| Dewey Decimal Classification (DDC): | 6 Technik, Medizin, angewandte Wissenschaften / 65 Management, Öffentlichkeitsarbeit / 650 Management und unterstützende Tätigkeiten |
| Entry in this database: | 2022/05/19 |
