brand architecture and corporate culture
Type Habilitation Project
Duration Jan. 7, 2004 - Jan. 7, 2005
- Advertising and Market Research AE (Former organization)
Tags
Press 'enter' for creating the tag- Strebinger, Andreas (Former researcher) Project Head
Abstract (German)
Das Projekt untersucht den Einfluss von
Markenarchitektur auf Unternehmenskultur und die Innovativität von Unternehmen
Abstract (English)
Research Objective: Assessing the impact of brand architecture on corporate culture and innovativeness
Publications
Contribution to conference proceedings
| 2004 | Strebinger, A.. 2004. How Brands Guide Innovation - and leave room for the Schumpeterian entrepreneur (extended abstract). Advances in Consumer Research | (Details) |
Classification
- 5307 Business and management economics (Details)
Expertise
- brand architecture
- brand structure
- corporate culture
- Innovativity